Chrysler Scoops Itself

Share this content:


A notification comes over the wire. Big press conference out of Detroit today. So I tune into Livestream to get the scoop: Chrysler Group CMO Olivier Francois is taking the podium with great fanfare to announce the spokesman for the new Dodge Durango. Oh, the anticipation. Chrysler promises its news will be “kind of a big deal.”

“He's coming to your straight from the Seventies…someone who knows how to stay classy,” Francois teased. “In the unlikely possibility I've not killed the final element of surprise—we needed the one and only Ron Burgundy.”

Except that anyone watching TV this weekend would already know who the spokesman is: Will Ferrell as the sleazy, yet strangely charming, news anchor Ron Burgundy. Chrysler started airing the commercials—four of which were posted to YouTube—several days ago. The campaign with Chrysler is part of a partnership between the brand and Paramount Pictures' Anchorman sequel, scheduled to hit theaters in mid-December.

Which makes one wonder why the brand pretended the announcement was some kind of big surprise today. But no matter. Despite the silliness of the conference's timing, the new Ron Burgundy commercials are fairly funny and Anchorman fans should be pleased. Ferrell filmed about 70 variations of different spots for the new Durango campaign, so there's lots to watch.

In one ad, Burgundy demonstrates the wonders of touch screen navigation—which totally blows his mind.

“There's a woman stuck in there!” cries Burgundy from behind the wheel. “Don't worry, I'll free you!”

The robotic female voice of the navigation system calmly replies, “I did not understand your command.”

The tone of the commercials is perfectly in line with Ron's personality. If Chrysler didn't hit it out of the park, the fans would know, Francois noted.

“How do you mark the return of legendary news anchor Ron Burgundy?” Francois said. “He has a cult following, so we have to be 100% true to his character.”

The commercials available thus far on YouTube generated nearly half a million hits over the weekend.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here