- Ron Burgundy, the oblivious news anchor played by Will Ferrell, is the new pitchman for the 2014 Dodge Durango.
- The marketing deal is pegged to the holiday release of the upcoming film Anchorman 2: The Legend Continues.
- The redesigned 2014 Dodge Durango goes on sale this month.
AUBURN HILLS, Michigan — Ron Burgundy, the oblivious news anchor played by Will Ferrell, is the new pitchman for the 2014 Dodge Durango.
The marketing deal between Dodge and Paramount Pictures is pegged to the holiday release of the upcoming film Anchorman 2: The Legend Continues.
The redesigned 2014 Dodge Durango goes on sale this month. The movie will be released on December 20.
"The Dodge brand's irreverent tone and attitude make Ron Burgundy the perfect pitchman for the new 2014 Dodge Durango," said Olivier Francois, Chrysler Group chief marketing officer, in a statement on Monday.
Videos tied to the campaign can be found at BurgundyDodge.com and feature an offbeat look at the SUV that butts heads with the Ford Explorer, Honda Pilot and Chevrolet Traverse.
One video touts the Durango's glove compartment, with Burgundy noting that it "comfortably fits two turkey sandwiches or 70 packs of gum!" In another video, the witless anchor stumbles over the pronunciation of "MPG."
Chrysler said the idea is to have Burgundy interpret "the modern Dodge Durango through his 1970s brain."
One of the commercials, dubbed Ballroom Dancers, will debut on Dancing with the Stars today.
Francois is the marketing whiz behind other successful Chrysler commercials, including a Chrysler 200 commercial starring rapper Eminem that debuted during the 2011 Super Bowl. The commercial has snagged more than 16.4 million YouTube views since then.
In another unexpected effort, Francois tapped pop star Jennifer Lopez for a Fiat 500 commercial that generated an unprecedented amount of buzz. The commercial featured a singing and dancing J.Lo dressed in a midriff top and pleated tap shorts.
Edmunds says: Go ahead and scratch your head over why Chrysler would pick Ron Burgundy to pitch the Durango. But Chrysler's marketing boss has a stunning track record when it comes to picking talent.