A new twist now in the ad wars -- one of the big three automakers is trusting their pitch to a fake newsman and ABC's Chris Connelly takes a look at how they're doing it.
"I'm very important. I have many leather-bound books & my apartment smells of rich mahogany," said Ron Burgandy, Anchorman.
The straight-from-the-1970s doofus-at-a-desk that Will Ferrell created in the 2004 film comedy ‘Anchorman,' wasn't exactly Mr. Reliable.
"I'm Ron Burgundy?" quoted Will Ferrell.
But with ‘Anchorman 2' set to hit theatres Dec. 20th, Ron Burgundy has returned with Ferrell now appearing as San Diego's 3-piece unsuitable newsman in hilarious new commercials for the Dodge Durango. Flattering its giddy-up with an unexpected comparison, it's cross-promotion and a lower-cost, high-profile way to reach car-buying pros for Chrysler.
‘You're gonna attract the audience that was really into ‘Anchorman' when it came out 9 years ago, a younger cooler consumer," said a representative for Adweek.
In a world of product placement that's grown ever more evident as this pitch-perfect 30 rock episode captured back in 2006.
Fictional characters selling real stuff is not as surreal as you think there's 007 popping his cap for a neither shaken-nor-stirred Heineken.
Even Ferrell's done it in character before for Bud Light..,promoting his 2006 film ‘Semi-Pro.'
"Refreshes the palate and the loins," said Ferrell as Jackie Moon.
Now it's a car company hoping that he'll stay classy.
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