News

Fictional anchor Ron Burgundy becomes Chrysler pitchman

Fictional anchor Ron Burgundy becomes Chrysler pitchman

I'M RON BURGANDY: Will Ferrell will try to help Chrysler sell cars. Photo: Associated Press

AUBURN HILLS, Mich. (AP) — When you’ve got the smallest marketing budget of the Detroit Three automakers, you have to take risks to get your TV spots noticed.

That’s why Olivier Francois, the marketing chief for Chrysler, gambles a lot.

He’s following successful ads featuring rapper Eminem and movie star Clint Eastwood with a pitch from a fictitious character — egotistical airhead television anchorman Ron Burgundy from the 2004 movie “Anchorman: The Legend of Ron Burgundy.”

And this time, Francois got the talent to pitch a refurbished version of the Dodge Durango SUV for free.

He said that Paramount Pictures bartered work on the commercials by Will Ferrell, who plays Burgundy, in exchange for the promotion in the ads of an “Anchorman” sequel that is due out in December.

Recent Headlines

in Music

This week’s top alternative tracks

u2

LISTEN: This week's top alt tracks, according to the latest Billboard chart.

in Entertainment, Viral Videos

Zack Galifianakis interviews Brad Pitt on ‘Between Two Ferns’

twoferns

The comic gets in some good digs at the "Fury" star in this hilariously awkward interview that's crashed by Louis C.K.

in Music

Jack White heading to Yale

jackwhite

The rocker will be part of a panel about legendary jazz and blues label Paramount Records.

in Trending, Viral Videos

TODAY’S MUST SEE: Spooky ‘Shining’ inspired IKEA commercial

17-overlay2

You'll never aimlessly wander the floors of IKEA the same way again.

in Viral Videos

WATCH: Justin Bieber’s boxing lessons

25-overlay3

The pop star is reportedly taking boxing lessons from Floyd Mayweather ... and Conan O'Brien has the footage.