ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
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 that will run on TV and online.
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” will debut tonight 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 BurgundyDodge.com and on the comedy site FunnyorDie.com that Ferrell and “Anchorman” writer-director Adam McKay founded.
The campaign will also include original content created specifically for BurgundyDodge.com 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.