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As if the tie-in between the 2014 Dodge Durango and fictional anchorman Ron Burgundy wasn't already odd enough, Dodge has come up with an equally bizarre contest to give away one of its SUVs. The "Hands on Ron Burgundy" contest kicks off tomorrow, and whoever can touch Ron the longest will drive off in a new 2014 Durango.

Dodge has released several more of its Anchorman 2-themed commercials, starring Will Ferrell as inept newsreader Ron Burgundy. The four spots, one of which is a sequel to a previous commercial, follow roughly the same pattern as previous ads, with Ferrell's Burgundy misunderstanding or generally making a fool of himself. For some of the ads, though, Burgundy is selling more than just Durangos – the red-suited host of San Diego's most watched news broadcast shilling the entire Dodge lineup.

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 succ

Dodge has significantly updated its full-size Durango for the 2014 model year, giving the seven-passenger hauler a fresh look and a well-rounded boost of competitive features as it enters its fourth year in the showroom.

We have to imagine that Chrysler is pretty upset with the 2011 Ford Explorer. After all, when it came time to name the 2011 North American Truck of the Year, both of the Pentastar's latest offerings – the Dodge Durango and Jeep Grand Cherokee – held two of the final three finalist spots, only to be beaten out by Ford's new seven-passenger crossover.

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