Anchorman/Durango viral ad campaign is a hit for Dodge

By John LeBlanc A quirky, out-of-the-box viral campaign featuring the new 2014 Dodge Durango SUV and comedian Will Ferrell as fictional anchorman Ron Burgundy seems be working — big time. A series of ads for the refreshed 2014 Dodge Durango ads debuted online on October 5. They have Burgundy highlighting the SUV’s features — from its 360 horsepower to its glove box that’s "comfortable enough to hold two turkey sandwiches or 70 packs of gum" — with the final frames promoting the theatrical release of Anchorman 2: The Legend Continues, the sequel to Ferrell’s’ 2004 original, Anchorman: The Legend of Ron Burgundy. Instead of typical new car ads, that usually involves a shiny new vehicle rambling down a mountain or country road, the Anchorman/Durango spots are more like a standup comedy routine, with Ferrell’s Burgundy character playing the straight man. And the unusual approach to automotive advertising, so far at least, seems to be working. According to Visible Measures, which tracks advertising across social media, only five days after being released on the online video site YouTube, the videos garnered 2.7 million views. Apparently, ratings of the Anchorman/Durango spots equal Automotive News' top viral video for 2013, Volkswagen's "Get Happy." And the viral ads seem to be having tangible results at U.S. Dodge dealers. Over 44,000 Durango’s have been sold through the first nine months of 2013, up 49 per cent. (In Canada, Durango sales for the same period are down 25 per cent, to just 1,462 copies. Maybe we don’t get the Burgundy humour.) Olivier Francois, Chrysler's chief marketing officer, said he believes that viral marketing should be done as inexpensively as possible. Only one set was needed for all the Anchorman/Durango ads, and their creation was jointly done by ad agency Wieden+Kennedy of Portland, Ore., and Ferrell's FunnyorDie.com team. As well, costs were saved because of the tie-in with Ferrell's upcoming movie. Although Chrysler is paying for the broadcast time on television, the comedian wasn't paid for appearing in the spots, "So the idea of the campaign is very simple — hiring a guy who comes from the 1970s. And he's going to look at our advanced technology through the eyes of a guy who comes from the '70s," Francois said. "That was the creative design. That was the big idea." The campaign is being backed-up with a Durango that has been given a thorough refresh for 2014, with a new eight-speed transmission and cylinder deactivation for better fuel economy, new front and rear styling and updated electronics and infotainment features inside. While the proof of the campaign’s long-term success had yet to be realized, how do you feel about the impact of the Anchorman/Durango spots so far? Have they made you more aware of the Dodge SUV or the new Anchorman movie? Source: Dodge, Automotive News  

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