Chrysler beat the Ron Burgundy media onslaught when it premiered its “Anchorman: The Legend Continues” tie-in commercials back in October. Since, Will Ferrell has been all over the place as his “Anchorman” character, and the shtick seems to be working.
According to Advertising Age, the Ferrell-led ad campaign drove a 59 percent jump in October sales and 36 percent boost in November sales when compare to the same months in 2012. All told, Ferrell’s Dodge Durango commercials have been viewed over 15.3 million times.
In addition, traffic has risen 80 percent on the Durango website since the campaign launched, Ad Age reports. It seems as though Ron Burgundy’s cluelessness over the importance of an SUV translated into a lot of people wanting to buy the vehicles. Whatever it was about Burgundy’s commercials that worked, Chrysler isn’t complaining.
“The fact that everyone’s talking about [the ads] and about the upcoming movie indicates we’ve found the perfect win-win,” says Mr. Francois. “That’s important to me. If the car was sizably overshadowing the movie, our partners would probably not be [pleased]. Or vice versa,” Chrysler Group chief marketing officer Olivier Francois tells Ad Age. “My belief is that whatever is good for Ron Burgundy’s popularity and awareness is going to be good for us. We are a team.”
“Anchorman: The Legend Continues” is due in theaters on Dec. 18.