The guy who once made the Dodge Stratus a punchline of sorts is now a spokesman for the 2014 Dodge Durango, and the move appears to be paying off handsomely for Dodge. Will Ferrell, acting as 1970s-era TV news personality Ron Burgundy, has teamed up with the automaker for co-branded advertisements between the refreshed 2014 Durango and Ferrell's new movie, Anchorman 2: The Legend Continues. Like Ferrell's fictional character, the ads are outrageous, flamboyant and a bit random. They're also successful: Automotive News says that more than 2.7 million people have already watched the videos since they debuted on October 5.

Those views are similar to the numbers that AN's top viral video of the year (e.g. Volkswagen's "Get Happy" Super Bowl ad) received, but there will eventually be as many as 70 videos comprising the Burgundy-Durango spots. According to the report, the videos were created primarily as a viral campaign online, although some are airing on television, too. For Dodge's part, the cost of the videos was significantly lower than a usual television campaign thanks to the fact that Ferrell wasn't paid for the spots since they were made in cooperation with promotional efforts for his new movie.

We've already posted a few of the videos in our previous post, but scroll down for several more – and head over to Adweek for a little added background on how these spots came to be.








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    • 1 Second Ago
  • 43 Comments
      Seal Rchin
      • 1 Year Ago
      I saw this ad on TV yesterday during the football game...................is this suppose to be funny?
      Jaybird248
      • 1 Year Ago
      And this is supposed to sell cars how?
        mapoftazifosho
        • 1 Year Ago
        @Jaybird248
        It's really not. It's meant to create brand awareness. The dealership ads you see with $10k on the hood sell cars...
          Street King
          • 1 Year Ago
          @mapoftazifosho
          And that branding will get people looking to the dealers, which sells cars. Just watch, Durango sales will be up because of these ads.
      carboy55
      • 1 Year Ago
      I loved Anchorman, but these ads are stupid. He has no connection to cars at all.
        gr8scotny
        • 1 Year Ago
        @carboy55
        And Toyota's O.C.D hipster outdoorsy ads for the Highlander are better? In fact, I am not even sure which SUV it was for because the people in it and their garages with thousands of dollars worth of perfectly arranged, never been used outdoor equipment had me spinning from how ludicrous the ad was.
          • 1 Year Ago
          @gr8scotny
          [blocked]
        v6sonoma
        • 1 Year Ago
        @carboy55
        He's a real celebrity playing a fictitious celebrity hocking cars for a real car company. If you've seen the first movie and liked it and find this to be stupid and not make sense then I don't think you really saw the movie. These ads are great.
      Jmaister
      • 1 Year Ago
      So which demographic is this ad targeting?
        Seal Rchin
        • 1 Year Ago
        @Jmaister
        Morons and Chrysler buyers.
          jtav2002
          • 1 Year Ago
          @Seal Rchin
          Turning into? Always has been. I'll never understand the mind of a troll. Then again if you're unemployed I guess you have nothing better to do then post constant nonsense on the internets.
        • 1 Year Ago
        @Jmaister
        [blocked]
          jtav2002
          • 1 Year Ago
          Well seeing as they don't make a Durango SRT8 I don't think they were planning on this ad driving any sales for a non-existent vehicle.
          Jmaister
          • 1 Year Ago
          how much money spent in this ad vs how many durango in srt8 dodge will sell. worthwhile? no.
      • 1 Year Ago
      [blocked]
      Ducman69
      • 1 Year Ago
      60% of the time, the Dodge Durango gets you where you need to go every time.
      Mike S
      • 1 Year Ago
      Did he say a .1 cubic foot glove box? .1 cubic foot? Yeah, like, that's good for holding GUM, but little else.
      360_AD
      • 1 Year Ago
      Nice, but how many of these views have actually turned into sales? We are bombarded by advertising all the time, more eyeballs doesn't mean sales. It only means views per dollar spent. These spots are more about the movie than they are about the car or the car company. Will Ferrell got the better deal.
      • 1 Year Ago
      [blocked]
      gr8scotny
      • 1 Year Ago
      Well, with 2.7 million views and counting, that means 2.7 + people have sought out something specific on the Durango. Seems succesful to me. If you don't fing satire funny, and especially Ron Burgundy's obtusness (i.e. the glove box goes on for inches!) then you just don't understand humor and have no sense of it either. I'll put the easy fart joke up here, you might find that funny instead.
      Dark Gnat
      • 1 Year Ago
      It's kind of a big deal.
      jtav2002
      • 1 Year Ago
      What I've gathered from the comments are either everyone hates the Durango and WIll Ferrel, or Seal Rchin has dozens of accounts he uses to upvote himself and downvote everyone else.
        jtciti
        • 1 Year Ago
        @jtav2002
        A whole glove box full of retard comments are in here. Random old tea partyer tying the commercial to obama, plenty of japanese or german for lifers. Even a ford exploder comment to go along with the dodge and will ferrell haters. Let's sort out myth from facts: 1. People in general find Will Ferrell funny. You may not, but that's not a reason to **** on the effort 2. Dodge paid very little for these commercials - Most of the costs were borne by Hollywood in the effort to promote Anchorman 2 3. Your preconceived notion of what brands, nationalities and class of cars is better and what is crap is outdated and non-objective. If you have subjective thoughts that's fine, but they will only apply to yourself. 4. Don't make assumptions about who this is targeted towards. As a well-paid white collar worker who has a large family full of 6 footers, hauls lots of home-improvement cargo and takes a lot of skiing trips in the northeast (where there is a lot of snow) - this thing makes perfect sense where the jeep doesn't. (we've previously owned minivans as well as large SUVs) 5. The commercial has nothing to do with obama
        Alex Nigro
        • 1 Year Ago
        @jtav2002
        Well, that escalated quickly.
        Nemebean
        • 1 Year Ago
        @jtav2002
        Yeah, the trolls are out in force on this article. I'm not a Will Ferrell fan and I didn't particularly like the first Anchorman (heresy, I know!), but some of the comments that got upvoted here still make me go o.O
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