There are two effective ways to be memorable in marketing; impactful, or humorous. Chrysler has had success in the first genre with the “Born in Detroit” campaign spearheaded by Motown native Eminem, as well as the “Famer” campaign that stole the show at last year’s Super Bowl. Now, it’s trying its hand at the second, employing the talents of Will Ferrell as Ron Burgundy, the new YouTube pitchman for the 2014 Dodge Durango.
Among the highlights of the ads are Burgundy comparing the Hemi-equipped Durango to a lone single horse, telling his equine counterpart “This thing is literally 360 times more powerful than you. Look at you, you’re worthless.” In another spot, Burgundy waxes poetic about the Durango’s “beautiful injection-molded thermoplastic olefin” with its 0.1 cubic feet of storage capacity, enough for 70 packs of gum, to which he exclaims “Is this thing a gumball machine? No! It’s a Dodge Durango!”
The tie-in coincides with the upcoming bigscreen debut of “Anchorman 2: The Legend Continues.” Chrysler hopes the aggressive marketing behind the film itself will have a halo effect on consumer awareness of the YouTube campaign. You can watch San Diego’s original “classy” anchorman extoll the virtues of Dodge’s SUV below.