Dodge
teamed up with Paramount Pictures to promote the
2014 Dodge Durango using anchorman Ron Burgundy, played by Will Ferrell, as spokesman. "Anchorman 2: The Legend Continues" debuts in December
and for fans who can’t wait that long for some irreverent Burgundy humor, here’s a taste, taking place on a auto showroom floor. In “Horsepower,” Burgundy compares the
Durango’s 360 horsepower to that of a single horse. “That makes you feel pretty dumb, doesn't it," he tells the horse.
See it
here. "Ballroom Dancers" debuted during Monday’s episode of "Dancing with the Stars" and features two dancers practicing beside a Durango. Burgundy rushes out, shoos them away and later
apologizes, only to invite them back out and chase the pair out a second time.
Watch it here. “Gumball Machine” might be my
favorite ad. Burgundy describes the glove compartment with such passion, stating it “comfortably fits two turkey sandwiches or 70 packs of gum.” Burgundy throws 70 packs of gum on the
floor to prove it.
See it here. In “Ride,” Burgundy has trouble describing Durango’s 25 MPGs. He tries to read it as
it’s written, calling the abbreviation “emm..pah..gahs, mup-ah-gahs and imp-a-gahs.”
Watch it here. Additional spots will
launch in the coming weeks, on
BurgundyDodge.com.
Wieden+Kennedy, Portland created the campaign, directed by
Jake Szymanski.