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.

Recent Headlines

in Entertainment, National

NORAD Santa Tracker

17-overlay3

There are plenty of high-tech ways to track Santa's flight around the world.

in National

Some of your packages might not make it under the tree

fedex

UPS and FedEx limited deliveries after an increase in last-minute shopping and shipping.

in Sports

Manning leads 9 Broncos into Pro Bowl

peyton

The AFC West champion Denver Broncos led the NFL with nine players selected for the Pro Bowl.

in Sports

Wednesday’s Sports Minute

navy

Here's a look at some of the sports stories making headlines today, Wednesday, Dec. 24.

in Sports

Mariota takes AP top player honors

marcusmariota

Oregon's Marcus Mariota is the AP player of the year in a landslide vote reminiscent of his Heisman Trophy win.