Dec
11
Playing Favorites: Chrysler CMO Picks Top 4 Ron Burgundy Spots
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Chrysler CMO Olivier Francois says it would have been silly to hire a comedic “genius” like Will Ferrell to pitch Dodge Durango and ask him to stick to a script written by a copywriter.
Instead, Mr. Francois basically turned over production to Mr. Ferrell and his team from Funny or Die. The results speak for themselves.
The three-month campaign to co-promote the redesigned SUV, and Paramount’s Dec. 18 release of “Anchorman 2: The Legend Continues,” helped keep Durango sales humming.
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