News

Fictional anchor Ron Burgundy becomes Chrysler pitchman

Fictional anchor Ron Burgundy becomes Chrysler pitchman

I'M RON BURGANDY: Will Ferrell will try to help Chrysler sell cars. Photo: Associated Press

AUBURN HILLS, Mich. (AP) — When you’ve got the smallest marketing budget of the Detroit Three automakers, you have to take risks to get your TV spots noticed.

That’s why Olivier Francois, the marketing chief for Chrysler, gambles a lot.

He’s following successful ads featuring rapper Eminem and movie star Clint Eastwood with a pitch from a fictitious character — egotistical airhead television anchorman Ron Burgundy from the 2004 movie “Anchorman: The Legend of Ron Burgundy.”

And this time, Francois got the talent to pitch a refurbished version of the Dodge Durango SUV for free.

He said that Paramount Pictures bartered work on the commercials by Will Ferrell, who plays Burgundy, in exchange for the promotion in the ads of an “Anchorman” sequel that is due out in December.

Latest Stories

in Local, Local Sports, Sports, UVA, UVA Sports

UVA Defeats N.C. State In Raleigh

BaseballHat1

The University of Virginia baseball program has its 10th ACC victory at the expense of N.C. State.

in Entertainment

Billboard suggests Sean ‘Diddy’ Combs in the line of fire for ‘Rush Hour 4′

puffdaddy

Is this a prank or is Puff Daddy replacing Chris Tucker in the fourth installment of the franchise?

in Sports

This weekend’s sports schedule

hawks

Here is a look at some of this weekend's biggest sporting events.

in Sports

This week’s top sports shots

AP935429472619_13

A look back on some of the best plays and biggest shots of the week.

in National

Making headlines this week

AP337694203991_19

A look at some of this week's biggest stories and the headlines you may have missed.