At Chrysler, Ron Burgundy Is In, Clint Eastwood Is Out
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How does Chrysler follow up an all-star commercial slate that has featured Eminen, Oprah and Clint Eastwood? Try Ron Burgundy.
At the Association of National Advertisers meeting in Phoenix today, Olivier Francois, chief marketing officer at Chrysler and Fiat Groups, offered attendees a sneak peek of a new slate of commercials for Dodge Durango. The spots feature Will Ferrell’s “Anchorman” character, Ron Burgundy, or as Mr. Francois jokingly described him, a “timeless authority” on “how to stay classy.” The spots, which featured Mr. Ferrell in character going on about how much gum the glove box can fit and mispronouncing “MPG,” drew chuckles from the audience. Mr. Francois said the ads are part of a blitz that will blanket the web soon.
But Mr. Francois, who was speaking to the audience on his birthday, showed the spots to make a greater point about Chrysler’s marketing philosophy: “Breaking convention is what guides us,” said Mr. Francois, making an analogy to the constellations and stars aligning perfectly. “We won’t make marketing as usual.”
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