Dodge has turned to legendary 1970s TV anchorman Ron Burgundy — a.k.a. comedian Will Ferrell — to promote the Dodge Durango in TV ads, Brent Snavley reports in the Free Press.
“He is very much like Dodge. He is unapologetic; he is irreverent; he has a great deal of attitude,” Olivier Francois, Chrysler’s chief marketing officer, told Snavley.
Francois is trying to market Dodge as a brand whose cars and SUVs have style and flair that stands out from competitors because of bold styling and features such as the Durango’s large, red tail lamp with 192 LED lights. That, Francois said, made Ferrrell’s Burgundy character perfect for Dodge.
“People think they already know the Durango, so then you have to be twice as engaging in a marketing campaign,” Francois said. “What could be more engaging and entertaining … than to explain all of the new technology and features through the eyes of a guy who comes from the ’70s?”
