You might think of Seth Meyers as the host of NBC’s Late Night. But the company also sees him as a slugger on the bench of celebrities it lends to advertisers based on terms of what NBCUniversal calls an “unprecedented partnership” it unveiled this morning with Chrysler, Universal Pictures and Illumination Entertainment.

Meyers and his dog Frisbee will appear in what it calls “multi-episode custom content pieces” — a fancy name for entertaining ads — to promote the 2017 Chrysler Pacifica as well as Universal and Illumination’s The Secret Life of Petswhich debuts July 8.

The sales pitches blending mentions of the Pacifica with animation from the movie will run into July on multiple properties owned by NBCU parent Comcast. That includes the cable giant’s movie-ticketing site Fandango, which will offer the “custom content” throughout the campaign.

The effort comes as advertisers prepare for the upfront buying market and shows off how far NBCU’s Content Innovation Agency is willing to go to win their business.

Linda Yaccarino, NBCU’s Chairman of Advertising Sales and Client Partnerships, said it illustrates how her company can “deliver our advertisers audiences with incredible scale.”

The sales effort started this morning on NBC’s Today. Other promotions will appear on Golf Channel, NBCSN, Sprout, USA Network and Telemundo as well as digital destinations in which NBCU has invested such as BuzzFeed and Vox Media.

Meyers also will appear in a live ad on his show and offer what the company calls “another original content piece” with a new trailer for Pets.

“The opportunity to partner with NBCUniversal to create engaging content featuring talent from across its diverse television network portfolio presented a strong media platform with incredible reach to tell the story of the all-new 2017 Chrysler Pacifica,” said FCA-Global Chief Marketing Officer Olivier Francois.

Pitching the car in conjunction with a family film “is the perfect combination to introduce audiences to the all-new Chrysler Pacifica as the ultimate family vehicle.”