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'Ron Burgundy' pitches 2014 Dodge Durango

Will Ferrell’s over-the-top TV news anchor is featured in series of TV and online ads.

By Douglas Newcomb Oct 7, 2013 1:19PM

From Donald Sutherland’s longtime voiceovers for Volvo to Peyton Manning pitching Buicks, automakers use a range of celebrity endorsers. To promote the new 2014 Dodge Durango, Chrysler has picked a small-time TV anchorman who is “kind of a big deal,” but as played by a big-time movie star.

According to Chrysler, the appearance of Will Ferrell’s over-the-top TV news anchor character Ron Burgundy in the Durango ads “marks the first time a movie studio and brand tie-in has utilized starring talent, in character, to create original long and short form content.” The ad campaign, which will run through to the release of the movie “Anchorman 2: The Legend Continues” in December, features Ferrell’s Burgundy character in a series of spots running on TV and YouTube.

While celebrity endorsers typically extol the virtues of a vehicle model, Burgundy does it in his own inimitable and funny fashion.

In one spot, Burgundy goes into details about the Durango’s glove box as opposed to the vehicle's Hemi engine: “0.1 cubic feet of storage, 12-volt light bulb, all in beautiful injection-molded thermoplastic olefin.” In another he compares the Durango’s Hemi engine “with up to 360 horsepower” to “a horse . . . with one horsepower.” Burgundy then chides a horse on the set by asking, “That makes you feel pretty dumb, doesn’t it?”

Two spots called Ballroom Dancers” debuted on ABC’s “Dancing with the Stars” and additional spots will appear in the run up to the release of “Anchorman 2." All the videos will be curated on the dedicated website and on the comedy site that Ferrell and “Anchorman” writer-director Adam McKay founded.

The campaign will also include original content created specifically for and, according to Chrysler, "videos on the Dodge Facebook page, Ron Burgundy Twitter Takeovers, Instagram video clips, a tumblr page featuring animated GIFs and memes, and a dedicated Pinterest board for Ron Burgundy featuring videos and content.”

And in what we’re sure has to be part of the tongue-in-cheek flavor of the campaign, Josh Greenstein of Paramount Pictures, the studio releasing "Anchorman 2," said in a statement from Chrysler that “Ron Burgundy as the new Dodge Durango spokesperson brings together two iconic American legends.” At least we hope that’s the case.

[Source: Chrysler]
Oct 7, 2013 7:08PM
LOVE IT!!!! Can't WAIT for Anchorman 2 and these commercials are hilarious. They're kind of a big deal. I wonder how many leather-bound books the glove compartment can hold? Does the interior smell of rich mahogany?
Oct 7, 2013 6:41PM
It seems 'Ron Burgundy' is out there pitching for the Chrysler team!
Here's a guy with lots of balls. I hope he knocks one out of the ballpark.
You stay classy...San Diego!
Oct 7, 2013 8:42PM
You go Ron, Dodge rules. Best truck I ever had.
Oct 7, 2013 8:56PM
"If you don't think this truck is the best truck ever, I will fight you.  And that's no lie."
Oct 7, 2013 7:20PM
Haters!  It's a damn good fit. Well played Dodge, very well played. The fact you are all posting about it proves it works. 
Oct 11, 2013 9:58AM
The 'Anchorman' character of Ron Burgundy is hysterical and only Ferrell can pull it off.
It's about time that Dodge did a commercial worthy of not changing the channel.

Oct 7, 2013 6:46PM
On my third Dodge truck, love them. I load trucks at a home improvement center (loaded for last thirty years) and for the money, you can't beat the Dodge. Chevys are pretty but really can't handle the tough stuff and Fords 2 and 3 series are very good but cost too much for what you get. I also do my own maintenance and the Dodge definitely wins there. My Dad has two Fords and they are nice, but not as nice to work on. Forget the Chevy's. Also we have had a number of Toyotas and Lexus's (Lexi?) and the cars are fine but had very bad luck with the dealers. They definitely  try to take advantage of you ( almost as bad as Pep boys ). I just rented a brand new Dodge Ram and it was really nice, many interior improvements.  It was tough giving back. I had to take my Ram Hemi Sport in as I was rear ended by a Lexus SUV( I had two scratch marks from the license plate screws). My second accident in the truck (neither my fault,first time a Camaro hit me) and both times the other cars owners were amazed at the lack of damage to my car after seeing what happened to their own cars. 
Oct 8, 2013 9:26AM
Even the cave men in the long-gone GEICO ad probably had supporters.
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