We’ve seen it before – the well-known TV anchorman we’ve grown up watching on the news turns into a product pitchman. But a fictional TV news anchor? Don’t act like you’re not impressed. I’m talking about the partnership between the Dodge brand and Paramount Pictures – the much anticipated film ‘Anchorman 2: The Legend Continues.’
If you haven’t yet seen the new spots, you are in for a treat. If you haven’t seen them all, you’ll be in for a laugh for some time to come. There are 70 different spots featuring Will Ferrell as Ron Burgundy, starring as the pitchman of the new 2014 Dodge Durango.
During today’s ad briefing, Chief Marketing Officer of Chrysler Group LLC Olivier Francois explained that it’s a “unique way to showcase the cutting-edge technology of the Dodge Durango in a completely unexpected approach that is fresh, funny and culturally provocative.”
The humor lies in the fact that Ferrell delivers the pitch in the character of Ron Burgundy, an arrogant anchorman straight out of the 1970s, which means he has a bit of a different take on the many features of the Dodge Durango.
In one spot, Burgundy completely ignores the advanced technology of the 2014 Dodge Durango and instead concentrates on what fits nicely in the glove box.
In another spot, see him discuss the Dodge Durango’s 360 horsepower with a single horse:
That’s just two of the commercials. If you missed them, another spot makes its big debut on the ballroom floor during tonight’s live episode of “Dancing with the Stars” on ABC. See how Ron Burgundy humorously takes his frustration out on a couple of ballroom dancers and flawlessly ties dancing into a television commercial for the Dodge Durango. And, he does it not once, but twice in the two-part spot that airs during Monday’s most-watched show.
What’s next? More of the 70 spots will roll out in the coming weeks. All of them can be viewed on the BurgundyDodge.com website, as well as FunnyorDie.com. Additional video content will span social media channels, including the Dodge Facebook page, Twitter, Instagram, tumblr, Pinterest and more. They won’t all roll out at once, so check back often. The spots will help build anticipation for “Anchorman 2: The Legend Continues.”
Seventy spots may sound like a lot, but with a talented actor and comedian behind the wheel, the ads rolled off Ferrell’s tongue totally unscripted and ad-libbed. That’s a lot of content and a lot of humor.
The spots will air through the end of the year. The movie arrives in theaters Dec. 20. The 2014 Dodge Durango is in showrooms now.
When it comes to a unique and effective advertising campaign, you have to admit, it’s kind of a big deal.