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Ron Burgundy is Spokeman for New Dodge Durango

by Danny Geraghty
Ron Burgundy is Spokeman for New Dodge Durango
Photo: Chrysler

Chrysler has enlisted the star power of fictional news anchor Ron Burgundy to create a series of – allegedly up to 70 – videos to market the new Dodge Durango.

Ron Burgundy is the hilarious character played by Will Ferrell in the 2004 movie Anchorman. Anchorman 2 is set to be released by Christmas this year and Chrysler appears to have seized the moment to strike a deal with Paramount Pictures to use Ron Burgundy.

Chrysler’s chief marketing officer Olivier Francois who was responsible for the popular Eminem Chrysler Superbowl Ad says that this is Chrysler's contribution to help promote Anchorman 2.

Only five videos have been released so far and you can view them at the links below. Here is the Chrysler press release:

October 7, 2013 , October 7, 2013 - The Dodge brand and Paramount Pictures have teamed up in a groundbreaking co-branded marketing collaboration that casts legendary news anchor “Ron Burgundy” as the new face of the new 2014 Dodge Durango as the automotive brand launches a multifaceted advertising and marketing campaign in advance of the holiday release of the upcoming film “Anchorman 2: The Legend Continues.”

Will Ferrell reprises his comedic role as Ron Burgundy, the boastful news anchorman, in a robust campaign which debuted from Dodge on Saturday, October 5.  The integrated cross-promotion marketing campaign 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 co-branded promotional advertising campaign will span television, print, digital and social media.  It debuted across television and online on Saturday, October 5.  The new 2014 Dodge Durango arrives in dealerships in North America this month. “Anchorman 2: The Legend Continues” releases nationally in theaters December 20, 2013.

"The Dodge brand's irreverent tone and attitude make Ron Burgundy the perfect pitchman for the new 2014 Dodge Durango," said Olivier François, Chief Marketing Officer of Chrysler Group LLC. “By joining forces with Paramount Pictures, ‘Anchorman 2: The Legend Continues’ and Will Ferrell, we’re able to show the new 2014 Dodge Durango and its cutting edge technology in a completely unexpected approach that is fresh, funny and culturally provocative to our audiences.”

The campaign brings together the might of the Detroit automaker, the Hollywood studio and the actor/comedian in a unique collective experience that promises to engage consumers through specifically created content across multiple platforms.

"Ron Burgundy as the new Dodge Durango spokesperson brings together two iconic American legends,” said Josh Greenstein, CMO of Paramount Pictures. "This campaign was an unprecedented opportunity to collaborate with our filmmakers to create new original content and distribute it worldwide in advance of the long awaited ‘Anchorman’ sequel release this December.   With the personal involvement of Will Ferrell, our writer / director Adam McKay, the comedy team at Funny or Die, and the Dodge creative team at Wieden+Kennedy, we were able to create a truly epic partnership.”

The campaign’s co-branded television commercials and online content, directed by Jake Szymanski, are set in a colorful auto showroom where Ron Burgundy hilariously brings to life what makes Dodge such an entertaining, spirited brand and the Durango a superior SUV. As a leading news anchor and celebrity, pitching for Dodge—or anything else for that matter—is a cinch. He doesn’t need scripts or to study up on auto features. And because he’s Ron Burgundy, interpreting the modern Dodge Durango through his 1970s brain, he’s got a decidedly different take on the cross-over sport utility vehicle.

http://www.youtube.com/watch?v=bsYSTPGDotY

http://www.youtube.com/watch?v=SC_Up3zrKjE

http://www.youtube.com/watch?v=ZzfVT6j_1dY

http://www.youtube.com/watch?v=VxWAFOVrYKA

http://www.youtube.com/watch?v=OE8CefgHyzY

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