Ron Burgundy was put on this planet to do one thing: to read the news. If that ever falls through, though, the womanizing, scotch-drinking anchorman could have a great career just as a Dodge salesman. Bloomberg points out that sales of the 2014 Dodge Durango have rocketed up 59 percent in the first month of Chrysler's funny new ad campaign (which began in early October). But then again, the entire year has been strong for the big SUV, with year-over-year sales increases in the double and even triple digit percentages – including an increase of 117 percent in August.

Of course, the Durango has also received a wealth of new content and a freshened look for 2014 in addition to the Burgundy campaign, and that has to be helping close sales, too. Whether or not the spots themselves are leading to more sales may be a moot point, since they are definitely getting plenty of attention. Almost two months into the marketing tie-up between Dodge and the movie Anchorman 2, Dodge's YouTube videos have received well over seven million views. More than just YouTube shorts and television commercials, the Durango has even received late-night attention, including when Will Ferrell showed up in character as Ron Burgundy on Conan earlier this week.

In the interview, he calls the Durango a "terrible car" that "cracked in half," a joke that probably had Dodge ad execs squirming uncomfortably in their Barcaloungers. Scroll down to watch the Conan interview as well as some of our favorite Burgundy-pitched Durango ads. And there's still plenty of time to "touch" Ron to win a new Durango.








I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 48 Comments
      Patrick
      • 1 Year Ago
      Ron Burgundy says 'Take a joke *^$holes.'
      Skicat
      • 1 Year Ago
      I've been in advertising (principally automotive) since 1985, and this successful campaign shows to go ya exactly what any reasonably intelligent ad pro will tell you if they are being honest: Except for impulse buys (Budweiser, Wendy's, or any other inexpensive product), advertising—even great advertising—doesn't SELL anything. When consumers shop for a "considered" purchase (It's a lot of money. It's a landmark purchase in your life. Your friends and family will all see it.), a good ad campaign should only do one thing: get your name on their shopping list. That is what Ron Burgundy is doing for Dodge. As for the 59% increase, that is the PRODUCT closing the sale. People like the ads and that puts Dodge in their consideration set. They go to the dealer, find a vehicle that meets or exceeds their expectations/needs/wants and the that makes the sale. Another thing that is also true is that a great ad campaign can have unintended consequences. When Chevy ran their 1980s "Heartbeat of America" campaign, first-year sales went through the roof. Unfortunately, Chevy was making some seriously crappy vehicles back then. By the end of the first year, the word was out on problems with Chevy product and second-year sales tanked.
      johnb
      • 1 Year Ago
      If burgundy went on conan and just said great things about the durango nobody would be watching the video right now. This is actually a great advertising tactic. He's "in character" talking about the durango. He can say whatever he wants because it's not a real person. Yet, the message gets out because on the surface it sounds like a slap at Dodge.
      Deneway
      • 1 Year Ago
      The Dart is outsold nearly 2:1 by the 200???? Would never have guessed that. To my eyes the 200 is such a weak contender that I'm surprised it's still around.
        Tom
        • 1 Year Ago
        @Deneway
        Slap enough cash on the hood and anything will sell. You can buy a 3.6-powered 200C S for LESS than a fairly loaded Dart, after incentives. The 200 isn't such a bad car, and the Pentastar can make any car one hell of a nice ride.
      ChrisJC
      • 1 Year Ago
      Hilarious.
      Doug Glenn
      • 1 Year Ago
      Frederic you failed to mention what model year that was and I am assuming it wasn't one of the new generation that hit in Jan of 2011.
      Pp G
      • 1 Year Ago
      The new Durango is just a great car, period. It has nothing in common with the previous generations of Durangos, which is a big plus, IMO. It is based on the Grand Cherokee, which in an automotive icon all by itself, but it came out way better than the Grand Cherokee. A few inches of llength added a lot more finctionality, improved ride, and even handling. It's my most favorite SUV. Probably second only to the Grand Cherokee SRT-8.
      Ross
      • 1 Year Ago
      The title of this article makes no chronological logical sense whatsoever. "Ron Burgundy calls Durango a 'terrible car,' yet his ads help sales climb by 59%". It's as if sales increased despite Ron calling Durango a terrible car, when in fact he called the the Durango a terrible car after the sales increase. We don't know how much (if any) his recent description of the Durango will affect the sales.
        razorpit
        • 1 Year Ago
        @Ross
        Please say you are joking...
          Basil Exposition
          • 1 Year Ago
          @razorpit
          @lordedardstark1 The increase DID come after the ads. The ads have been running for some time now.
          lordedardstark1
          • 1 Year Ago
          @razorpit
          Please say you're joking. Chronologically, the 59% increase in sales should come after the ad not before.
        omgcool
        • 1 Year Ago
        @Ross
        Wow, not sure why you got downvoted so much for making an accurate observation. Put it this way: Ron called the Durango a "terrible car" AFTER the sales increases, and thus in no way affected buyers up until that point. There is no "despite" about it.
        Ross
        • 1 Year Ago
        @Ross
        It appears that some of you have failed to understand what I have said. I've suggested that the title attempts to interrelate two unrelated events. The sales increase is in no way related to Ron calling the Durango a terrible car. The ads (cause) led to an increase in sales (effect). On the other hand, Ron calls Durango terrible (cause), the effect is unknown as of yet. These are two separate events and are unrelated...the title is misleading.
      cypherxx666xx
      • 1 Year Ago
      i love this, it could go one and on forever, hail Ron Burgundy!
      ROLO
      • 1 Year Ago
      You have to remember there were no durango adds before this they did not pump any money into tv ads RON BURGANDY isn't helping sell anything. The face that they now HAVE ads period is getting people to look at the trucks. So ads are helping the sales of a truck that had no ads on tv prim time etc. The character isnt doing anything..
      • 1 Year Ago
      [blocked]
        Chris
        • 1 Year Ago
        I don't understand why you got down voted for simply telling the truth. Like you said, the whole point of advertising is to get the product on people's minds, and having a catchy ad with a well known figure, or in this case, movie character, can go a long way in accomplishing just that. Perception and association are key elements to marketing products, including automobiles. These ads are a little more unique in the sense that they are more comical rather than cliquish like many other car ads. I guess some folks are just butthurt.
      jz78817
      • 1 Year Ago
      "In the interview, he calls the Durango a "terrible car" that "cracked in half," a joke that probably had Dodge ad execs squirming uncomfortably in their Barcaloungers." not likely, since they were referring to the Durango specifically by name you can be darn sure Chrysler knew what Ferrell was going to say. It's absurd enough where it's easy to tell he's joking.
    • Load More Comments