Chrysler Goes From Eminem and Clint to Ron Burgundy?

A fictional anchorman backs the Dodge Durango

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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