StaffAllpar HomeMore NewsCarsTrucksUpcomingRepairsTest drives

Behind the Ferrell ads

by David Zatz on

burgundyThe Associated Press ran a story on why Chrysler is running “Ron Burgundy” (Will Ferrell in his Anchorman role) ads for the Dodge Durango.

The main reason: Will Ferrell’s work was free.

Paramount Pictures is running Anchorman 2 in December, and offered Will Ferrell’s services as a pitch-man to gain attention for the movie. The original Anchorman ran in 2004, nearly a decade ago, and the producers may have thought that the public had forgotten the character.

As for Chrysler, with an advertising budget far lower than GM or Ford, every penny counts, and “free” is hard to turn down.

Will Ferrell was, according to Chrysler advertising chief Olivier Francois, the writer and producer of all the ads; they were supposed to make no more than six, but finished with no less than 70 ads. Some of the riskier ads are not going to be run on Chrysler’s sites (or television).

According to the article, Mr. Francois had never heard of the movie or character, but found that his staff was familiar with both. The ads have already had an impact, with some of them being replayed on daytime television, being discussed on various “morning shows” and radio programs, and gaining millions of hits on YouTube. Around a hundred comments have been posted on Allpar so far.  Thanks, “eastcoaster.”

David ZatzDavid Zatz is a long-time automotive writer, who founded Allpar in 1998 (based on a site he had begun in 1993-94). He has been quoted by the New York Times, Daily Telegraph, Detroit News, and USA Today. Allpar is his full-time career today; before that, he was a consultant, with a PhD in social and organizational psychology from Columbia University. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

[No ad here today]

Updated: Engine recap

Mopar dominates Funny Car, sets records
veteran-plane-ad
Ram ad salutes veterans

More Mopar Car
and Truck News

Some popular Allpar pages





Dodge Demon

2018 Wrangler JL



Staff details/contactsTerms of ServiceInformation is presented to the best of our knowledge. Plans change and sometimes mistakes are made. Decisions or purchases made based on this site's verbiage or images are done at the reader's own risk. Also see the Allpar News archives, 1997-2008 • Copyright © 2008-2017, Allpar LLC. All rights reserved. • Mopar, Dodge, Jeep, Chrysler, HEMI, and certain other names are trademarks of Fiat Chrysler Automobiles.