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Durango sales skyrocket from ‘Anchorman 2’ ads

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America’s favorite news anchor is proving he has the mustachioed charisma to sell a shocking number of Dodge Durango’s. With the release of ‘Anchorman 2: The Legend Continues’ fast approaching, Chrysler made the call to Ron Burgundy, better known as comedian Will Ferrell to help them sell their SUV. The results have been nothing short of miraculous, not to mention hilarious.

The magic began when Chrysler partnered with Ferrell, ‘Anchor Man 2’ director Adam MacKay, ad agency Wieden + Kennedy, and Ferrell and MacKay’s YouTube comedy channel Funny or Die to produce nearly two-dozen ads. Chrysler reports Durango sales increased by 59% in October when the spots went to air, following a 36% jump over the previous year. (1)

In sum, Chrysler told The Wrap Ferrell’s scotch-swilling character has drawn more than a half-billion media impressions for the automaker, thanks to the following:

  • Total views for all Dodge/Burgundy spots on YouTube, across all channels: more than 21 million.
  • Durango website visits: up nearly 80 percent.
  • Search volume for “2014 Durango”: up 89 percent, while search volume for “Dodge Durango” is up 56 percent.
  • Purchase intent among customers: rose 54 percent in the weeks after campaign launched, according to a survey by automotive information hub (2)

“My belief is that whatever is good for Ron Burgundy's popularity and awareness is going to be good for us,” said Olivier Francois, chief marketing officer of Chrysler Group. “We are a team.” (1)

Whether you plan on laughing your way to a Dodge dealership to buy the Anchorman-mobile or not, treat yourself to a free chuckle by watching all of the Burgundy-Durango ads here.


  1. Ad Age
  2. The Wrap


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