The Dodge brand and Paramount Pictures have teamed up in a groundbreaking co-branded marketing collaboration that casts legendary news anchor “Ron Burgundy” as the new face of the new 2014 Dodge Durango as the automotive brand launches a multifaceted advertising and marketing campaign in advance of the holiday release of the upcoming film Anchorman 2: The Legend Continues.
Will Ferrell reprises his comedic role as Ron Burgundy, the boastful news anchorman in a robust campaign which debuts from Dodge, Saturday October 5th. The integrated cross-promotion marketing campaign marks the first time a movie studio and brand tie-in has utilized starring talent, in character, to create original long and short form content. The co-branded promotional advertising campaign will span television, print, digital and social media. It will debut across television and online on Saturday, October 5. The new 2014 Dodge Durango arrives in dealerships in North America this month. Anchorman 2: The Legend Continues releases nationally in theaters December 20, 2013.
“The Dodge brand’s irreverent tone and attitude make Ron Burgundy the perfect pitchman for the new 2014 Dodge Durango,” said Olivier François, chief marketing officer of Chrysler Group LLC. “By joining forces with Paramount Pictures, ‘Anchorman 2: The Legend Continues’ and Will Ferrell, we’re able to show the new 2014 Dodge Durango and its cutting edge technology in a completely unexpected approach that is fresh, funny and culturally provocative to our audiences.”
“Ron Burgundy as the new Dodge Durango spokesperson brings together two iconic American legends,” said Josh Greenstein, CMO of Paramount Pictures. “This campaign was an unprecedented opportunity to collaborate with our filmmakers to create new original content and distribute it worldwide in advance of the long awaited Anchorman sequel release this December. With the personal involvement of Will Ferrell, our writer / director Adam McKay, the comedy team at Funny or Die, and the Dodge creative team at Wieden+Kennedy, we were able to create a truly epic partnership.”