The Dodge Durango is one of the more overlooked entries in the large crossover segment, which is a shame considering its surprisingly athletic handling, handsome styling, and optional Hemi V-8 power. But marketing for Dodge's three-row hauler is about to get a shot in the arm, thanks to the persuasive talents of Ron Burgundy, the famous Anchorman of silver screen fame, played by Will Ferrell.
Dodge's choice of Burgundy to be pitchman for the Durango may seem unusual, but the company is no stranger to defying convention with its vehicle marketing, and the initial round of spots on YouTube are certainly memorable.
In a visual demonstration of the power of the Durango's optional Hemi V-8, Burgundy compares the Durango with a lone single horse, looking at his equine counterpart and saying, "This thing is literally 360 times more powerful than you. Look at you, you're worthless." In another spot, Burgundy waxes poetic about the Durango's "beautiful injection-molded thermoplastic olefin" glovebox with its 0.1 cubic foot of storage capacity, enough for 70 packs of gum, to which he exclaims "Is this thing a gumball machine? No! It's a Dodge Durango!"
The marketing tie-in coincides with the upcoming big-screen debut of "Anchorman 2: The Legend Continues." Chrysler hopes the aggressive marketing behind the film itself will have a halo effect on consumer awareness of the YouTube campaign. You can watch San Diego's original "classy" anchorman demonstrate the features and highlights of Dodge's SUV below.
Source: Dodge via YouTube