Will Ferrell As Ron Burgundy Pitches 2014 Dodge Durango

W+K and Paramount Bet on 'Anchorman' Character

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Wieden & Kennedy and Dodge jump on the promotional tour around Will Ferrell's reprisal of his 2004 role as Anchorman's Ron Burgundy with a new campaign for the 2014 Dodge Durango The spots show Burgundy making a series of clunky observations about the vehicle. Buzz over the Anchorman sequel, set to hit theaters in December, has continued for more than a year since Burgundy performed a suprise flute performance on Conan O'Brien's late night show in March of 2012.

As reported on Ad Age.com, for the new spots, Wieden handed almost complete creative control to Mr. Ferrell and his team, giving them free rein over the concepts and scripts. The commercials, directed by popular Funny or Die creator Jake Syzmanski via Gifted Youth and Caviar, are in true Burgundy absurdist style -- one features the anchorman comparing the SUV to a horse (horsepower, geddit?) , another Burgundy trying to make sense of standard auto-spot lingo, while yet another pokes fun at over-the-top car commercials by showing a ballroom dancing couple moving and shaking next to the vehicle, only to have Burgundy yell at them. See all the spots from the campaign so far on the right.

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Oct 07, 2013
Wieden & Kennedy
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