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

3 hours ago in Entertainment

Today in entertainment history: May 24

paulgray16127583420372

A walk down Hollywood's memory lane.

16 hours ago in Entertainment

Angelina Jolie, the college professor

jolie202987710507

The "Tomb Raider" star is becoming a visiting professor for a new one-year master's course at the London School of Economics.

18 hours ago in Sports

Tom Brady to appeal ‘Deflatgate’ suspension again

tombrady16144430286517

Tom Brady will appeal his four-game suspension by the NFL, seeking a second hearing before the 2nd U.S. Circuit Court.

20 hours ago in National

Major change in U.S. food labels is likely to help healthiest the most

nutritionlabel16141589778238

The biggest overhaul of U.S. food nutrition labels in more than two decades is likely to help improve the diets of the most health-conscious consumers, but others may need more convincing.

20 hours ago in National

Gas prices jump by 5 cents over past 2 weeks, averages $2.32

summertravelgas16140727167299

The price at the pump has risen 55 cents since late February.