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

Benedict Cumberbatch to voice tiger in ‘Jungle Book’

benedict

The "Sherlock" star has signed on for Warner Bros.' adaptation of Rudyard Kipling's beloved adventure tale.

in National

Missouri racial unrest mounts; U.S. leaders call for calm

police

Lawmakers are calling for calm and a change in police tactics as the St. Louis suburb continues to be rocked by racially charged clashes.

in Entertainment

At 91, Stan Lee continues to expand his ‘Universe’

stanlee

The comic book legend may be in his ninth decade, but it hasn't stopped him from interesting a new generation of children in super heroes.

in Sports

Ohio State QB Miller out for season

braxton

The Ohio State Buckeyes will be without their star quarterback in 2014.

in National

Google considering YouTube, Gmail accounts for kids

Google

Google is considering online accounts for children under 13, giving parents control over how the service is used.