Taking its cues from the great 1997 documentary Hands on a Hardbody, Dodge and Wieden + Kennedy will launch a contest Tuesday called Hands on Ron Burgundy—an online test of endurance that will feature daily prizes as well as a grand prize of (as in the movie) a new car. In the film, contestants put their hands on a pickup truck, and the last person to take his or her hand off won the truck. The Burgundy contest, part of a larger campaign promoting the Dodge Durango and the upcoming film Anchorman 2, will go live at noon ET on Tuesday—and it looks like it will challenge users to click on Burgundy in photo after photo. The details will become clearer tomorrow, but it will surely take some serious stamina to win the car.
This kind of advertising as punishment was popular a few years back, when Burger King made people watch a spinning Whopper for hours on end to get coupons—and, in a somewhat similar idea to Dodge's, Peugeot had people click and hold their mouse button on a car for a chance at a free week's rental. People lasted up to 15 hours in that contest (and 77 hours in the movie)—so, proceed with this Burgundy thing with caution.