Hasta La Creative!

Chrysler’s risky move to turn over creative control of its Dodge Durango campaign to fictional anchorman Ron Burgundy is paying offin real-world SUV sales.

Comedian Will Ferrell’s campaign co-promoting the 2014 Durango and “Anchorman 2: The Legend Continues” drove a 36% boost in November sales over the previous year, according to Olivier Francois, chief marketing officer of Chrysler Group. Automotive News figures show that follows a 59% jump in October.

Traffic is up 80% to the Durango site since the campaign launched in early October, Mr. Francois said. Just as important, what automakers call “lower-funnel activity” (such as building a car online, finding a dealer and other moves indicating serious purchase intent) are up 100%.

Continue reading at AdAge.com