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 Entertainment, Viral Videos

WATCH: ‘Star Wars’ awakens force with teaser trailer

Fresh
17-overlay2

"There has been an awakening. Have you felt it?"

in Sports

Ray Rice wins appeal against NFL suspension

Fresh
rayrice

The former Ravens running back has won an appeal and is now eligible to sign with any NFL team.

in Sports

This weekend’s sports schedule

floridastate

A complete look at this weekend's sports schedule.

in Sports

This week’s top sports shots

AP611561881101

A look at some of the biggest plays and best wins that happened this week in sports.

in National

Making headlines this week

AP40816308032

A look at the big newsmaker this week and the headlines you may have missed.