‘Ron Burgundy’ Pitching Dodge Durango Online, On Air
AUBURN HILLS (WWJ) – Ron Burgundy is back, including on the Internet, pitching for the Dodge Durango.
Dodge and Paramount Pictures launched the campaign Friday, including TV advertising, print, digital ads and social media. The ads plug both the vehicle, being released in dealerships later this month, and the upcoming film “Anchorman 2: The Legend Continues,” coming to theaters Dec. 20.
Dodge says it’s the first time a movie studion and product tie-in has used starring talent in character to create original content. Will Farrell appears in character as the boastful 1970s news anchor Ron Burgundy promoting the Durango as only Burgundy can — praising its “beautiful injection-molded thermoplastic olefin” glove box, or stumbling over a script touting the Durango’s gas mileage that uses the acronym MPGs (Burgundy: “Emm..pah..gahs? What? Mup-ah-gahs? Imp-a-gahs? I’m saying it right…but it just doesn’t sound familiar.”
More spots will roll out in the coming weeks, all of which can be viewed on a BurgundyDodge.com page, as well as Ferrell’s comedy website, http://www.funnyordie.com.
In addition to the websides, social media initiatives include ongoing release of video content on the Dodge brand Facebook page, 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. Original content has also been created for YouTube, and Vine.
TV spots will air across broadcast and cable including 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.
The co-branded campaign extends to national print placements with concepts based on the look and feel of Dodge advertisements from the ’70s, with a Ron Burgundy spin. Print will begin running nationally in November.
The new Durango features a new standard eight-speed automatic transmission, improved fuel economy and performance, new LED exterior lighting, two new interior touchscreens, a new programmable instrument cluster, and an available high-definition dual-screen Blu-ray entertainment system.
The campaign was created by Portland, Ore.-based Wieden and Kennedy, with Ferrell.