Will Farrell's prowess as a car salesman has already been exploited to great effect through his Eastbound and Down character Ashley Schafer, and upon seeing how well the blonde-haired comic creation is at shifting vehicles, the Chrysler group have decided to enlist Farrell themselves in a new marketing partnership. Farrell's Anchorman character Ron Burgundy will instead be providing the car selling nous, with Chrysler and Anchorman studio Paramount Pictures teaming up for a multi-platform marketing campaign for the 2014 Dodge Durango range.
Ron Burgundy doesn't have his news team to rely on in the ads
In a series of viral clips, some of which have already aired on television (as of Saturday, 5 Oct.), combines Burgundy's two greatest assets; his charisma and poetry-like mastery of the English tongue, to bring all of the Durango's unique selling points to the fore. Among these are the expansive glovebox, large enough for "two turkey sandwiches or 70 packs of gum," as well as the all new 360 horsepower engine, which must make other horses feel "pretty dumb."
As well as the four, already-viral ads, another appeared during Monday night's edition of Dancing With the Stars, in which Ron and the car illuminate a room playing ballroom music, before Ron chases out a dancing couple screaming, "Hey, get out of here you dumb dancers! I told them 100 times they can't dance in here."
"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," Paramount CMO Josh Greenstein said in a statement.
The collaboration between the two controlling companies have even bigger plans for the Durango and San Diego's finest news anchor, with social media campaigns, printed ads and further videos making their way online and on to other platforms. The collab. between the companies also serves as a great double-promotion, with Paramount also getting an advertising slot for their new movie; Anchorman 2: the Legend Continues, through the Dodge ads.
The 2014 Dodge Durango will become available in dealerships across North America this month. Anchorman 2: The Legend Continues will arrive in cinemas on 20 December.
Watch the trailer for Anchorman 2: The Legend Continues
Burgundy will be keeping it classy in the new Anchorman