Chrysler has teamed up with Paramount Pictures to use the hype of the upcoming film “Anchorman 2: The Legend Continues” to promote the 2014 Dodge Durango. Just as in the movie, Will Ferrell will play the news anchor Ron Burgundy and uses all his comedy know-how to sell you the Dodge.
When you have Will Ferrell to promote your product you don’t mess around with a couple of short videos. So Dodge is launching a full advertising campaign that covers television, print, digital and social media.
According to Chrysler this campaign brings together the might of the Detroit automaker, the Hollywood studio and the actor/comedian in a unique collective experience. To be honest Dodge Durango needs such an enormous effort to sell. The car does not have that many redeeming features to compensate for its uninteresting design, shoddy quality and refinement, and the sheer pointlessness of it. That is probably why the ads have little or nothing to do with the car. It relies on Ron Burgundy alone to carry the whole weight of the campaing.
Here’s four Dodge Durango Ron Burgundy TV spots already aired in America:
“Horsepower”: Ron Burgundy chastises a horse on the showroom floor regarding Dodge Durango’s 360 horsepower telling viewers, “On my right is the new Dodge Durango with up to 360 horsepower. On my left is one horse (points to horse). With one horse power. That makes you feel pretty dumb, doesn’t it?”
“Glove Compartment”: Ron deflects speaking to Dodge Durango’s available Hemi V8 engine and instead compliments the luxuriousness/spaciousness of its “beautiful injection-molded thermoplastic olefin” glove box, letting viewers in on the fact that “it comfortably fits two turkey sandwiches or 70 packs of gum!”
“Ride”: Ron stumbles over his script noting the Dodge Durango’s m.p.g fuel performance. Given Ron’s propensity to read everything as written, he can’t figure out what m.p.g is, trying several times to get it right. “emm..pah..gahs? What? mup-ah-gahs? Imp-a-gahs? I’m saying it right…but it just doesn’t sound familiar.”
“Ballroom Dancers”: This two-part spot will debut on “Dancing with the Stars” on Monday, October 7. In the .60-second spot, Ron walks alongside the vehicle with ballroom music playing in background, noting its “power, precision, elegance, grace in form, truth in function” when a couple dancing glides upon the scene. Ron loses his temper and chases them off, yelling, “Hey, get out of here you dumb dancers! I told them 100 times they can’t dance in here.” He apologizes, asks them to come back, then proceeds to go after them a second time. In the 30-second spot, the couple sneaks onto the quiet floor presuming it’s safe to once again begin to dance. Ron suddenly leaps out from the back seat of the Dodge Durango, in full pursuit of them.