Ron Burgundy Promotes Dodge Durango and Anchorman 2

The guy who once made the Dodge Stratus a punchline of sorts is now a spokesman for the 2014 Dodge Durango, and the move appears to be paying off handsomely for Dodge. Will Ferrell, acting as 1970s-era TV news personality Ron Burgundy, has teamed up with the automaker for co-branded advertisements between the refreshed 2014 Durango and Ferrell’s new movie, Anchorman 2: The Legend Continues. Like Ferrell’s fictional character, the ads are outrageous, flamboyant and a bit random. They’re also successful:Automotive News says that more than 2.7 million people have already watched the videos since they debuted on October 5.

The ads are absolutely hilarious and in many ways work to sell the car. There are several generations that know the character “Ron Burgundy,” so the ads are hitting a large demographic. By making these advertisements in a way that they will be popular on YouTube, the ad agency is reaching a group of people who may not be likely to watch it. Szymanski, the director of the ads, says “it’s not anti-product, ever. It’s about deconstructing the form—and a lot of the forms have been overdone in typical commercials.”

Those views are similar to the numbers that AN’s top viral video of the year (e.g. Volkswagen’s ”Get Happy” Super Bowl ad) received, but there will eventually be as many as 70 videos comprising the Burgundy-Durango spots. According to the report, the videos were created primarily as a viral campaign online, although some are airing on television, too. For Dodge’s part, the cost of the videos was significantly lower than a usual television campaign thanks to the fact that Ferrell wasn’t paid for the spots since they were made in cooperation with promotional efforts for his new movie.

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~ by Pete Peluso on October 21, 2013.

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