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Dodge has approached legendary Anchorman Ron Burgundy to help it sell the new Dodge Durango. Burgundy, the character created by comedian Will Ferrell, will appear in several commercials for the car company, which will also help raise awareness for Anchorman 2.
“He [is] very much like Dodge. He is unapologetic. He is irreverent. He has a great deal of attitude,” Olivier Francois, Chrysler's chief marketing officer, said in an interview with The Detroit Free Press. Francois said that the Dodge brand already stands out and since people know the Durango, the best way to grab their attention is by using a familiar character. On top of that, he’s a guy from the 1970s trying to make sense of modern technology, which makes the commercials more memorable.
“People think they already know the Durango, so then you have to be twice as engaging in a marketing campaign,” Francois told the Free-Press. “What could be more engaging and entertaining … than to explain all of the new technology and features through the eyes of a guy who comes from the '70s?”
Anchorman: The Legend Continues has been in the works for several years, but finally got underway last year. Fans have been eagerly awaiting its release since it was announced that the film will hit theaters on Dec. 20.
It is the sequel to the original 2004 cult film, in which Ferrell debuted the egocentric Burgundy. It was directed by Adam McKay, who also directed the sequel.
You can check out the Dodge Durango ads below: