Christopher Hunter's Blog

The new spokesman for the Dodge Durango is none other than Anchoman’s Ron Burgandy, a slightly conceited news anchor created by comedian Will Ferrell. With the release of Anchorman’s sequel, Anchorman 2: The Legend Continues, fast approaching, it isn’t surprising that Chrysler, the company that owns and manufactures Dodge, has decided to team up with Anchorman in order to co-promote both the movie and auto manufacturer’s SUV. Needless to say, these ads are hilarious and have gained a lot of attention online.

According to the Globe and Mail, 70 shorts featuring Ron Burgandy have been made, and Dodge will be posting them over a lengthy period of time, presumably until the movie has been released. Among the ads that have already been released, Will Ferrell has been seen praising the car’s roomy glove box, and comparing the car’s horse power to an actual horse, followed by a tense staring contest which is obviously won by Ron Burgandy.

By promoting both the new Dodge Durango and the upcoming Anchorman movie, Chrysler and Anchorman have created a mutually beneficial relationship. People are becoming aware of the new movie and are remembering these new and unique advertisements released by Dodge. Perhaps there will be a trend in the future of companies using co-promotion in order to spark awareness for multiple products through the same marketing campaign.