Will Ferrell Given Creative Control Over Dodge Durango Work
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Chrysler Group CMO Olivier Francois likes to roll the dice when it comes to marketing. But Mr. Francois may be taking his biggest gamble yet by casting Will Ferrell’s fictional “Ron Burgundy” character as pitchman for the 2014 Dodge Durango SUV.
Since giving ANA attendees a sneak peak on Friday at the spots in which Mr. Ferrell reprises his character from the 2004 comedy “Anchorman: The Legend of Ron Burgundy,” Chrysler broke the campaign on “Saturday Night Live” and ran it during NFL football telecasts this weekend. That’s just the first installment in a campaign by the Detroit-based auto maker and Paramount Pictures to co-promote Durango and the sequel, “Anchorman 2: The Legend Continues,” which hits theaters Dec. 20.
In an interview, Mr. Francois was typically enthusiastic about the spots and Mr. Ferrell’s performance. The Detroit-based auto maker and ad agency Wieden & Kennedy turned over almost full creative control to the Mr. Ferrell and his Hollywood creative team, said Mr. Francois.
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