Anchorman’s star, Ron Burgundy, played by Will Ferrell, is now starring in something new – a Dodge Durango ad.

Burgundy appears in a commercial for the 2014 Durango and tells viewers “A lot of people will tell you about the Dodge Durango’s available hemi V8 engine and 360 horsepower. But I’m the only one with the guts to tell you about the glove box.”

Chicago-Tribune notes the ads come out ahead of the Achorman sequel Anchorman 2: The Legend Continues, which is due out in theaters in Dec. 2013. The sequel comes almost a decade after the original due to its huge following.

The ads will last 30 seconds and contain all of the personality that Burgundy fans have come to know and love.

USA Today notes Dodge has named Ferrell (as Burgundy) the spokesman for their new crossover, which Chrysler chief marketing officer Olivier Francois revealed prematurely at the ANA Masters of Marketing conference on Friday in Phoenix, Arizona.

image: Wikimedia Commons