Looks like Dodge thinks Ron Burgundy is kind of a big deal.
The automaker has teamed up with Paramount Pictures for a unique co-branded marking campaign which features legendary anchorman Ron Burgundy as the new spokesperson for the 2014 Dodge Durango.
Comedian Will Ferrell reprises his role as Burgundy, a charismatic anchorman, in a new campaign which debuted on October 5.
"The Dodge brand's irreverent tone and attitude make Ron Burgundy the perfect pitchman for the new 2014 Dodge Durango," said Olivier Francois, Chief Marketing Officer of Chrysler Group LLC, according to a company press release. "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 cross-promotion campaign is unique since it's the first time a movie studio and the automaker has featured a starring actor, while in character, in an advertisement, according to Dodge.
Television, print, digital and social media advertisements will appear all over the country.
"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 new 2014 Dodge Durango will arrive in dealerships in North America later on month. "Anchorman 2: The Legend Continues" will hit theaters nationally on December 20, 2013.
Some of the commercials either confirmed or already released by the automaker includes Burgandy failing to understand what MPG means, discussing the Durango's glove compartment space, and the vehicle's horsepower next to a horse.
A custom advertisement called "Ballroom Dancers" was shown during the Oct. 7 episode of "Dancing with the Stars."
More commercials will be released within the next month or so.
"Just as Ron Burgundy is kind of a big deal, the 2014 Dodge Durango also stands out in a crowd with its combination of best-in-class power, towing and fuel economy, in addition to its class exclusive technology," said Tim Kuniskis, President and CEO, Dodge Brand, in a press statement. "The Dodge brand's partnership with Paramount Pictures and 'Anchorman 2: The Legend Continues' aligns perfectly with our consumers' sensibilities."
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