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Ron Burgundy Stars In New Dodge Commercials

Submitted by on October 8, 2013 – 8:56 amOne Comment

So does the Dodge Durango smell of new car… and rich mahogany? Detroit’s own Chrysler has teamed up with Will Ferrell, Adam McKay, and the team at their Funny or Die website to produce a series of ads featuring Ron Burgundy and the signature SUV.

The commercials highlight Burgundy’s characteristic “bravado and cluelessness,” as the Hollywood Reporter puts it, and also seem to reflect some of Burgundy’s- and Ferrell’s- most famous scenes.

The legendary anchorman struggling over the pronunciation of “MPGs” reminded me of his confusion with “jogging” and even “diversity” (I imagine Burgundy, living richly in a simpler time, has little concern for the fuel efficiency of his vehicle).

And Burgundy’s mockery of a horse (for possessing only one horsepower) clearly shows his tendency to talk to animals (like his best friend Baxter). But it also reminded me of Ferrell facing down a mountain goat as Robert Goulet on Saturday Night Live.

While movies and products often feature cross-promotion, it is rare for a character to be featured directly in commercials not using footage from the film. Paramount said in the THR article that this “marks the first time a movie studio and brand tie-in has used starring talent, in character, to create original long and short form content.”

But this isn’t the first time Ferrell has made a memorable ad. The SNL alum made a series of completely random and hilarious local spots for Old Milwaukee beer this year.

Anchorman 2 is set to hit theaters this December.

What do you think of the commercials? And are you excited for Anchorman 2?

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