News

Fictional anchor Ron Burgundy becomes Chrysler pitchman

Fictional anchor Ron Burgundy becomes Chrysler pitchman

I'M RON BURGANDY: Will Ferrell will try to help Chrysler sell cars. Photo: Associated Press

AUBURN HILLS, Mich. (AP) — When you’ve got the smallest marketing budget of the Detroit Three automakers, you have to take risks to get your TV spots noticed.

That’s why Olivier Francois, the marketing chief for Chrysler, gambles a lot.

He’s following successful ads featuring rapper Eminem and movie star Clint Eastwood with a pitch from a fictitious character — egotistical airhead television anchorman Ron Burgundy from the 2004 movie “Anchorman: The Legend of Ron Burgundy.”

And this time, Francois got the talent to pitch a refurbished version of the Dodge Durango SUV for free.

He said that Paramount Pictures bartered work on the commercials by Will Ferrell, who plays Burgundy, in exchange for the promotion in the ads of an “Anchorman” sequel that is due out in December.

Latest Headlines

in Music

How PlayStation helped Marilyn Manson fight piracy

marilynmanson

The rocker shunned regular CDs in favor of the discs originally used for first generation video game console in 1994.

in Sports

Wimbledon latest sporting event to ban ‘selfie sticks’

selfiestick

Tennis fans: Leave your selfie stick at home.

in Viral Videos

Nonsense karaoke with Chris Pratt and Jimmy Fallon

18-overlay5

The "Guardians of the Galaxy" star takes on the "Tonight Show" host in a battle of who can best butcher a song.

in National, Sports

Boston bomber’s lawyer urges ‘unrelenting punishment’ over death

bostonbombing

Convicted bomber Dzhokhar Tsarnaev's lawyers are urging jurors to reject the death penalty, saying "no punishment could ever be equal to the terrible effects of these crimes."

in Sports

Preview: NHL games of the night

22-overlay5

A look at tonight's slate of Stanley Cup playoff games.