DETROIT and HOLLYWOOD —
Dodge and Paramount Pictures have
teamed up in a
co-branded marketing collaboration that casts “legendary
news anchor Ron Burgundy” as the new face of the new 2014 Dodge
as the brand launches a multifaceted advertising and
marketing campaign in advance of the holiday release of the upcoming
film “Anchorman 2: The Legend Continues.”
reprises his comedic role as Ron Burgundy, the boastful news anchorman, in a
robust campaign which debuted from Dodge on Saturday, Oct. 5.
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 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 nationally in theaters Dec. 20, 2013.
Debut television spots and web video include:
Ron Burgundy chastises a horse on the showroom floor regarding Dodge
Durango’s 360 horsepower telling viewers.
Ron deflects speaking to Dodge Durango’s available Hemi V8 engine and
instead compliments the luxuriousness/spaciousness of its “beautiful
injection-molded thermoplastic olefin” glove box, letting viewers in on
the fact that “it comfortably fits two turkey sandwiches or 70 packs of
Ron stumbles over his script noting the Dodge Durango’s m.p.g fuel
performance. Given Ron’s propensity to read everything as written, he
can’t figure out what m.p.g is, trying several times to get it right.
This two-part spot (a .60-second and .30-second spot
will debut on “Dancing with the Stars” on Monday, Oct. 7.
Additional spots will roll out in the coming weeks on ESPN,
Comedy Central, E! Entertainment Television, FX, Esquire Network, MLB
Network, MTV, NBA, NBC Sports, Spike, TBS, TNT, Travel Channel,
Discovery Channel, USA Network, Animal Planet, Adult Swim, Food Network, Nick
at Nite, Science Channel, Big Ten Network and AMC, among others.