• October 4, 2013

At the Association of National Advertisers meeting in Phoenix on Friday, Chrysler marketing chief Olivier Francois showed some digital videos in which Will Farrell, as fictive anchorman Ron Burgundy, talks up the virtues of Dodge's Durango SUV.

In the videos, Farrell improvises not knowing what mpg means "impeguh" thinking it's a kind of bird, perhaps, or a code name for beautiful women (there are 25 impeguhs? In this? That's not enough). Francois said there will be twice as many videos in the fourth-quarter campaign as there are impeguhs under the hood. One video, meant to show off the vehicle's horsepower, has the actor comparing the vehicle's horsepower to a single horse, standing next to him.