CBS DFW is reporting that Dodge has decided to take a slightly different approach when it came to endorsing the new Dodge Durango. Instead of going with a traditional celebrity spokesman Dodge actually decided to go with a fictional character to endorse the new Durango.
That’s right the Anchorman himself, Ron Burgundy (Will Ferrel) will soon be showing up on your TV set trying to sell Dodge.
Oliver Francois, Chrysler’s marketing chief, actually negotiated with Paramount Pictures to get the commercials for free. The only catch, they had to promote the upcoming sequel for Anchroman, due out in December, at the end of each ad.
“We can’t compete on the money,” Francois said. So it appears the are competing with creativity.
Francois added that Ferrel was given control to write and produce the spots. Initially Dodge was hoping for three to six spots, but after it was all said and done they ended with 70.
You can see some of the ads here, and more over at Dodge’s YouTube page HERE.