The Dodge brand and Paramount Pictures have teamed up in a groundbreaking co-branded marketing collaboration that casts legendary news anchor “Ron Burgundy” as the new face of the new 2014 Dodge Durango as the automotive brand launches a multifaceted advertising and marketing campaign in advance of the holiday release of the upcoming film “Anchorman 2: The Legend Continues.”
Will Ferrell reprises his comedic role as Ron Burgundy, the boastful news anchorman, in a robust campaign which debuted from Dodge on Saturday, October 5. The integrated cross-promotion marketing campaign marks the first time a movie studio and brand tie-in has utilized starring talent, in character, to create original long and short form content. The co-branded promotional advertising campaign will span television, print, digital and social media. It debuted across television and online on Saturday, October 5. The new 2014 Dodge Durango arrives in dealerships in North America this month. “Anchorman 2: The Legend Continues” releases nationally in theaters December 20, 2013.