Sparkle Is Back! Chrysler Pacifica Helps Deliver Holiday Magic Again

Chrysler is kicking off the Christmas season with a familiar partner — Sparkle the Scout Elf — as the Pacifica returns as the official minivan of the holiday season. Designed around real family life, the Pacifica once again becomes the rolling headquarters of holiday excitement, from tree-buying trips to nighttime Santa-spotting rides.

“As families gather together to eagerly await the arrival of Santa’s sleigh this holiday season, the Chrysler Pacifica, together with Sparkle the Scout Elf, will once again help spread the magic of the season,” said Chris Feuell, Chrysler CEO. “Whether you’re making a last-minute grocery run, participating in a mobile meal service, or holiday shopping, the Pacifica offers the perfect toasty seat and panoramic glass roof for children to search the skies for Santa’s sleigh. Parents also know that our Stow n’ Go storage and seating system is a great place to store luggage as you make your way to grandmother’s house, or to hide presents from the kids until they’re placed under the tree.”

The brand’s social media channels are the centerpiece of this year’s holiday push, bringing festive scavenger hunts and elf antics to Instagram, Facebook, TikTok, and Pinterest. Chrysler is inviting owners to join the fun by sharing their own Elf on the Shelf setups inside their Pacifica and tagging @Chrysler. Fresh content will roll out each week leading up to Christmas Eve, including polls, family-friendly interaction prompts, and “Where’s Sparkle?” surprises.

Created in partnership with Publicis, the holiday campaign emphasizes the Pacifica’s clever features that make December travel easier. Class-exclusive Stow ‘n Go seating provides secret hiding spots for gifts. Uconnect Theater lets kids enjoy holiday movies while on the road. The available Stow ‘n Vac makes cleaning up candy cane crumbs a breeze. And with cup holders everywhere, even Sparkle has a perfect perch.

Beyond just the fun, this partnership reminds families why Pacifica remains the most versatile minivan on the market. With an available all-wheel-drive (AWD) system for winter-weather confidence and more than 100 standard and available safety features, the Pacifica delivers the peace of mind families depend on as the holiday calendar fills up.

This collaboration has quickly grown into a beloved seasonal tradition, and Chrysler’s 2025 campaign builds on that success with new ways to engage and share. Whether it’s carrying Christmas dinner across town, packing up the family for holiday travels, or letting kids keep their eyes on the skies for Santa, the Pacifica continues to deliver magic — one joyful memory at a time.