Dodge has announced a new advertising campaign for the 2014 Dodge Durango, which also promotes Anchorman 2.
Dodge has announced a new advertising campaign for the 2014 Dodge Durango, which also promotes Anchorman 2. The movie’s legendary news anchor “Ron Burgundy” is now the new face of the new 2014 Dodge Durango.
“The Dodge brand’s irreverent tone and attitude make Ron Burgundy the perfect pitchman for the new 2014 Dodge Durango,” said Olivier François, Chief Marketing Officer of Chrysler Group LLC. “By joining forces with Paramount Pictures, ‘Anchorman 2: The Legend Continues’ and Will Ferrell, we’re able to show the new 2014 Dodge Durango and its cutting edge technology in a completely unexpected approach that is fresh, funny and culturally provocative to our audiences.”
“Ron Burgundy as the new Dodge Durango spokesperson brings together two iconic American legends,” said Josh Greenstein, CMO of Paramount Pictures. “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.”
According to Dodge, the campaign’s co-branded television commercials and online content, directed by Jake Szymanski, are set in a colorful auto showroom where Ron Burgundy hilariously brings to life what makes Dodge such an entertaining, spirited brand and the Durango a superior SUV. As a leading news anchor and celebrity, pitching for Dodge–or anything else for that matter–is a cinch. He doesn’t need scripts or to study up on auto features. And because he’s Ron Burgundy, interpreting the modern Dodge Durango through his 1970s brain, he’s got a decidedly different take on the cross-over sport utility vehicle.
Anchorman 2 opens on December 20.