The Dodge brand and Paramount Pictures have teamed up in a co-branded marketing collaboration that casts news anchor “Ron Burgundy” as the new face of the 2014 Dodge Durango.
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 campaign which debuted from Dodge on Saturday, Oct. 5.[ Also Read: Hyundai’s Santa Fe Zombie Survival Machine ]
The co-branded promotional advertising campaign will span television, print, digital and social media. It debuted across television and online on Saturday, Oct. 5.
The new 2014 Dodge Durango arrives in dealerships in North America this month. “Anchorman 2: The Legend Continues” releases in theaters Dec. 20, 2013.
“The Dodge brand’s irreverent tone and attitude make Ron Burgundy the perfect pitchman for the new 2014 Dodge Durango,” said Olivier Francois, chief marketing officer of Chrysler Group LLC.
The campaign’s co-branded television commercials and online content, directed by Jake Szymanski, are set in a colorful auto showroom.