|Ron Burgundy: Dodge Pitchman
By: Len Kornblau
Will Ferrell pitching Dodge Durango trucks as Anchorman Ron Burgundy is so typically cool of the creative minds of Wieden + Kennedy that it just might work.
Then again, will consumers see the ads as Dodge ads or trailers or promos for the new Ron Burgundy movie? That’s a big roll of the dice for Chrysler LLC. But since the bailout and Fiat takeover, taking chances with creative messages has been their modus operandi.
Chrysler missed with their first Super Bowl ad, a political statement mattering only to them. The next one, “Imported from Detroit” with Eminem, was a hit and the tag line has stuck.
So, what about now?
Does Ron Burgundy convey the essence of Dodge Durango?
Will the vehicle appeal primarily to his fans?
How will current owners feel about the link to the Anchorman?
Stay tuned, folks. There are eight spots in the series!
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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