By Barry Janoff
October 7, 2013: Will Ferrell has starred in such comedic sports-related movies as Semi-Pro, Blades of Glory and Talladega Nights: The Ballad of Ricky Bobby, as well as Elf, the lead character in the animated Megamind and Anchorman: The Legend of Ron Burgundy.
Ferrell is reprising his 2004 role as Burgundy in Anchorman 2: The Legend Continues, scheduled for release in December.
And as he did to support the release of Semi-Pro in 2008, when his Jackie Moon character starred in TV commercials for Bud Light and Old Spice, Ferrell has broken the fourth wall by having his fictitious Ron Burgundy character become a real spokesman for the 2014 Dodge Durango.
The co-branded multi-media marketing campaign comes via a marketing alliance between Anchorman production company Paramount Pictures and the Chrysler Group, whose 2014 Dodge Durango is scheduled to start hitting showrooms in December.
The effort is anchored by a series of TV spots that will get heavy airtime during sports programming on ESPN, MLB Network, NBA TV, NBC Sports Network, TBS, TNT and the Big Ten Network.
The commercials, which began to break over the weekend during NFL and MLB programming, will also air on Comedy Central, E! Entertainment Television, FX, Esquire Network, MTV, Spike, Travel Channel, Discovery Channel, USA Network, Animal Planet, Adult Swim, Food Network, Nick at Nite, Science Channel and AMC, among others.
Support encompasses print, Internet including BurgundyDodge.com and Ferrell's channel on Funny or Die and social media such as Ron Burgundy Twitter Takeovers, Instagram video clips, a Tumblr page featuring animated GIFS and memes and a dedicated Pinterest board for Ron Burgundy featuring videos and content.
Lead agency is Wieden+Kennedy, Portland, Oregon.
"From the very first day of Anchorman 2 production, we have seen a relentless demand from fans for more Ron Burgundy," LeeAnne Stables, evp-worldwide marketing partnerships for Paramount Pictures, said in a statement. "This fully integrated Dodge campaign allows us to reach the broader movie audience through a massive television, print and digital plan that will build even more anticipation for the film. Hats off to Dodge for being a groundbreaker in terms of content creation, and for securing a boastful pitchman that is as imbedded in American pop culture as the Durango itself.
According to Tim Kuniskis, president and CEO for Dodge Brand, "Just as Ron Burgundy is kind of a big deal, the 2014 Dodge Durango also stands out in a crowd with its combination of best-in-class power, towing and fuel economy, in addition to its class exclusive technology," "The Dodge brand's partnership with Paramount Pictures and Anchorman 2: The Legend Continues aligns perfectly with our consumers' sensibilities."
TV and Web commercials include:
• "Horsepower," in which Burgundy chastises a horse because it is no match for the Dodge Durango's 360 horsepower engine. "With one horse power, that makes you feel pretty dumb, doesn't it?" he asks the horse. "This car is literally 360 times more powerful than you."
• "Gumball Machine" finds Burgundy raving about the Dodge Durango's "beautiful injection-molded thermoplastic olefin" glove box, which "comfortably fits two turkey sandwiches or 70 packs of gum! I'm not lying. Gum for days!"
• In "Ride," Burgundy begins to talk about the Dodge Durango's MPG fuel performance, but gets sidetracked because he can't figure out what MPG stands for: "Emm-pah-gahs? Mup-ah-gahs? Imp-a-gahs? I'm saying it right . . . but it just doesn't sound familiar."
• "Ballroom Dancers" is a two-part spot that breaks during Dancing with the Stars and features Burgundy having an on-going feud with dancers whom he feels are invading the space set up for his presentation of the Dodge Durango.
Dodge said that additional spots and other marketing activation would roll out in the weeks leading up to the release of both the movie and the Dodge Durango.
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