The anchorman with “a voice that could make a wolverine purr and suits so fine they made Sinatra look like a hobo” has taken on an additional role as spokesman of the 2014 Dodge Durango. This man, of self-proclaimed importance, has “many leather-bound books and [his] apartment smells of rich mahogany” and of course is none other than Ron Burgundy, the fictional character of DreamWorks' 2004 Anchorman: The Legend of Ron Burgundy played by Will Ferrell.
Dodge has apparently done its homework and is relying on the fact that when it comes to marketing campaigns, “60 percent of the time, it works every time” to promote the release of a new SUV this month, in this case the redesigned 2014 Dodge Durango, in conjunction with the release of a movie sequel, in this case Anchorman 2: The Legend Continues, via the movie’s anchorman-turned-spokesperson. As expected, Ron Burgundy fumbles through his new assignment as Durango’s spokesman in the same manner that he butchers news headlines as an anchorman. He tries to pronounce MPG as a word instead of saying M-P-G, he accuses a horse of feeling dumb and worthless next to a 360 horsepower SUV, he chastises dancers who are clearly supposed to be in the commercial with him, and he praises the glove box for its ability to comfortably hold two turkey sandwiches or 70 packs of gum. Only Ron Burgundy could get away with such shenanigans!
“Don’t act like you’re not impressed” with Dodge’s decision to run an ad campaign that actually takes a lighthearted, fun approach to selling the Durango. Ironically, Olivier Francois, Chrysler’s marketing chief, hadn’t even heard of the Anchorman movie. Even more ironic is the affordability of this campaign for Chrysler, which has a much smaller advertising budget than Ford and GM. It is simply a partnership between Paramount Pictures, which wants Anchorman 2's December release promoted, and Dodge, which wants the Durango promoted.
Check out one of the commercials below, and for more, visit Dodge's You Tube.
Don’t be surprised when the lines of the commercials become as memorable as the lines of Anchorman and Anchorman 2: The Legend Continues. Durango. Burgundy. It's kind of a big deal. Stay classy Truckin.