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

Turn it down: Study says millions at risk for hearing loss

earphones

A new study shows almost half of all 12 to 35-year-olds listen to unsafe levels of music on their personal audio devices or cellphones.

in Music

This week’s top rock tracks

threedaysgrac

LISTEN: This week's top rock songs, according to the latest Billboard chart.

in Sports

This week’s top sports shots

AP10683327094_7

A look at some of the biggest plays and best shots in sports this week.

in Sports

This weekend’s sports schedule

ukbball

A look at this weekend's sports schedule.

in Entertainment, Viral Videos

What color is this dress?

19-overlay6

The "great dress debate" has been dividing the Internet. Are you team #WhiteandGold or team #BlueandBlack?