Logan’s blog post Ron Burgundy Presents: The Dodge Durango has discussed both the promotion and product of the new Dodge Durango ad’s, which include Ron Burgundy as a marketing aid. In my opinion what needs to be taken from this, is the extreme importance that lies with creating a mutually beneficial partnership- where both parties benefit largely from one marketing campaign.
It is that of a double edged sword- in which it combines the comedy of Ron Burgundy which draws the viewer in to listen, as well as providing a strong product to talk about. The ad’s flip’s the viewer back and fourth between thinking about what Ron is saying, and instilling certain aspects of the car that set it apart from others in its market. I find that this is the most effective type of ad you can have- As infusing humor and fun in an audience only draws them closer to what the ad is saying. In most situations the purchasing of a product in the viewers mind, comes from their perceived value of the product- which in this ad is enforced via examples of the super specific “0.1 cubic feet of storage, 12 volt light bulb, all in beautiful injection molded thermoplastic olefin,” that Logan has pointed out in his post. Adding some value to a previously thought “normal glove box” in the eyes of any possible future customers. Another thing that this ad does very well, which Logan pointed out is its ability to connect the Durango, with todays social trends of Anchorman being a must see movie- and thus putting the Durango in a position of a must see car for people in the market for a nice SUV.
Sources:
http://l3.yimg.com/bt/api/res/1.2/bbzWhrrF4FSJIWaQB35mZQ–/YXBwaWQ9eW5ld3M7cT04NTt3PTYwMA–/http://listings.zenfs.com/en-US/cms/autos/Boldride/Dodge-Durango-Ron-Burgundy.jpg
http://www.sheknows.com/entertainment/articles/1019713/ron-burgundy-wants-you-to-buy-a-dodge-durango