It looks like the polyester-clad cult icon who believed diversity "was an old, wooden ship used during the Civil War era" is the newest spokesman for the Dodge Durango.
Great Odin's raven!
Ron Burgundy -- the bombastic, fantastically ill-informed San Diego newsman created by comedian Will Ferrell in 2004's Anchorman: The Legend of Ron Burgundy -- is hawking the Dodge brand's reengineered seven-passenger SUV.
This morning, Chrysler revealed a new series of spots for the Durango featuring Will Ferrell in character as Ron Burgundy.
Olivier Francois, Chrysler's chief marketing officer, told a conference in Phoenix on Friday that Chrysler had produced 68 videos featuring Ferrell as Ron Burgundy talking about the 2014 Durango, according to the trade magazine AdWeek. Francois showed participants at the marketing conference three of the videos, according to AdWeek.
Dressed in a bright red suit and standing next to a black Durango, the fictional anchorman touts the size of the SUV's glovebox in one of the spots; in another, he compares its engine to a single white horse standing nearby, the magazine reported.
The tie-in could be huge for Dodge. Burgundy is one of Ferrell's most successful and recognized characters. Paramount Pictures is preparing to release a highly-anticipated sequel this year, Anchorman 2: The Legend Continues. According to the AdWeek report, Francois told the audience that the idea to use Burgundy came from new Dodge brand head Tim Kuniskis.
Of this marketing tie-in, I can say only this:
You stay classy, Dodge.