Chrysler's Dodge has partnered with Paramount Pictures to promote both Anchorman 2: The Legend Continues and the 2014 Dodge Durango with spots featuring Will Ferrell's character introducing the shiny new SUV vehicle.
Chrysler's chief marketing officer Olivier Francois said that San Diego's top rated newsman, Ron Burgundy is very much like Dodge because ‘he is unapologetic, he is irreverent and he has a great deal of attitude.'
What could be more engaging and entertaining … than to explain all of the new technology and features through the eyes of a guy who comes from the '70s?
said Francois.
According to Burgundy, the vehicle has 360 horsepower, which makes it better than a horse. Not only that, the 2014 Dodge Durango can fit up to 70 packs of gum! Ferrell also hilariously struggles through pronouncing ‘MPGs.'
According to Variety, Paramount recently announced they've partnered with Newseum for ‘Anchorman: The Exhibit,' which will feature props, costumes and footage from the original 2004 comedy Anchorman: The Legend of Ron Burgundy. The Anchorman exhibit is set to take place in Washington, D.C., and will open November 14th.
Moreover, Burgundy himself is writing a memoir, to be titled ‘Let Me Off at the Top! My Classy Life and Other Musings.' The revered San Diego newsman said:
I don't know if it's the greatest autobiography ever written. I'm too close to the work. I will tell you this much: the first time I sat down and read this thing…I cried like a goddamn baby, and you can take that to the bank!
Anchorman 2: The Legend Continues hits theaters on December 20th, 2013 and co-stars Jim Carrey, Christina Applegate and Paul Rudd.
Check out these funny spots below.
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