Ron Burgundy Dodge Durango Ads Are a Huge Hit

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Ron Burgundy Dodge Durango Ads Are a Huge Hit

Same Boring Commercials?

Will there ever be some new car and truck ads airing during commercial breaks? This thought is always running through my mind when I see a commercial that feature a “tough” truck roaming the countryside or a “sleek” car zipping through downtown traffic. Thankfully, Dodge Durango is putting us out of our misery by breaking this stagnant mold, and the new format seems to be paying off.

In one commercial, Ferrell gets in a staring match with a horse!

Entering Stage Right: Will Ferrell

This year, Dodge Durango is releasing 70 (that’s right 70!) new ads that feature Will Ferrell’s infamous Anchorman character, Ron Burgundy. The first of these commercials debuted on October 5th; Olivier Francois, Chrysler’s chief marketing officer, said, “So the idea of the campaign is very simple- hiring a guy who comes from the 1970s. And he’s going to look at our advanced technology through the eyes of a guy who comes from the 70s. That was the creative design. That was the big idea.”

Adding to this approach was Will Ferrell’s comedic prowess. In one ad, he gives a short, brief description about the Durango’s Hemi V-8 engine with 360 horsepower; however, he quickly transitions into a long and hilarious account of the vehicle’s glove box. He proclaims that the glove box is capable of holding 2 turkey sandwiches, 70 packs of gum, or 20 rulers. In another sidesplitting commercial, Ferrell gets into a staring contest with a horse! Within the first 5 days, the new commercials were already over 2.7 million hits on the internet, which already makes it the top viral automotive video in 2013, according to Automotive News.

Will Ferrell’s star power is generating huge buzz for Dodge Durango .

A Worthwhile Investment

Letting Will Ferrell take creative control of the commercial isn’t the only brilliant part of this marketing campaign. Because this ad doubles as a spot for the Anchorman sequel, Durango is saving money by splitting the costs with the movie’s production team. Also making the commercials cheaper is the fact that Will Ferrell did them for free. So far, it definitely seems to be a worthwhile investment.

2013 has marked a high point for the Dodge Durango brand. The 2014 Durango model has been re-engineered, featuring eight speed transmission and cylinder deactivation, all while maintaining a comparable price. Sales of the vehicle are already up 49 percent from this time last year. Surely, partnering up with Will Ferrell and Anchorman 2 will only add to the increased sales.

By: Tim Snyder
Posted on October 18th, 2013

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