Ron Burgundy may be the greatest (fictional) broadcast news anchor who ever lived, but now, ahead of the December release of Anchorman 2: The Legend Continues, he’s the latest pitchman for Chrysler’s Dodge Durango. That on its own is enough, really. But it gets even more interesting. Turns out Chrysler and ad agency Wieden + Kennedy gave full creative control of this campaign to Will Ferrell and his team.
This isn’t the first time it’s happened. Last year, Ferrell and his Funny or Die brethren launched an ad division called Gifted Youth and have done hilarious work for New Era and Old Milwaukee. But the Chrysler works represent a whole new level of control. The car maker’s chief marketing officer Olivier Francois told AdAge, “We’re super-proud of our 25 MPG for our SUV. But is it the most engaging and entertaining story? No. So the idea of the campaign is very simple…. Hiring a guy who comes from the 1970s. And he’s going to look at our advanced technology through the eyes of a guy who comes from the ’70s. That was the creative design. That was the big idea.”
And when it comes to picking out a new truck, people want to know if the glovebox will fit two turkey sandwiches or 70 packs of gum.