Chrysler Goes From Eminem and Clint to Ron Burgundy?

A fictional anchorman backs the Dodge Durango

Ron Burgundy: anchorman and now pitchman.

Eminem, Clint Eastwood, Paul Harvey and Ron Burgundy?

Yes, Burgundy, the fictional anchorman played by Will Ferrell, is the latest celebrity to align himself to a Chrysler brand, in this case, the Dodge Durango, Chrysler chief marketing officer Olivier Francois said today at the ANA Masters of Marketing conference in Phoenix.

As part of an hour-long presentation, Francois previewed three videos of Burgundy in a bright red suit, standing next to a black 2014 Durango. In one, he touts the size of the car's glovebox. In another, he brags about the horsepower of the car, compared to a lone white horse next to him.

Francois described the preview as "just a little appetizer," noting that Chrysler was producing another 67 videos for the Web. "It's massive," he said.

The Burgundy tie-in comes as Paramount Pictures prepares to launch the sequel to 2004's Anchorman, the cleverly titled Anchorman 2: The Legend Continues. Marketing behind the movie itself also has been heavy, which no doubt made the Durango cross-promotion more appealing to Chrysler.

Francois, a Frenchman, credited the CEO of the Dodge brand with introducing him to Burgundy, an American braggart. For the CMO, it was a lesson in listening and being open to new ideas. Ah, but will an anchorman be as popular as rap star, Hollywood icon or legendary radio broadcaster?

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