America’s Favorite Anchorman Is Promoting the 2014 Dodge Durango
Chrysler Group’s (FIATY.PK) Dodge brand is taking advantage of the anticipation for the upcoming Anchorman sequel by striking a deal with Paramount Studios (NASDAQ:VIA), owned by Viacom Inc., in order to secure advertising by the film’s lead character, Ron Burgundy, played by Will Ferrell. Consumers can now watch the popular character promote the 2014 Durango, and Dodge — not to mention Chrysler — hopes the entertaining commercials will give buyers reason enough to drive what Burgundy agrees is a powerful car.
According to The Hollywood Reporter, the new partnership reflects the first time a movie studio like the Viacom-backed Paramount has agreed to use starring talent for a brand tie-in. The current ubiquity of Ferrell’s character provides a savvy way for Chrysler and Dodge to win consumers’ attention while making them laugh, so the association is especially productive for the automaker’s marketing efforts, all while reintroducing Burgundy to the TV screen.