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 Music

Joey Feek holds out hope of beating cancer


The country singer was diagnosed with cervical cancer last year and she was admitted to a hospice earlier this month to be cared for during her final days.

in Entertainment

Ice-T and Coco welcome daughter Chanel Nicole


Rapper and "Law & Order" star Ice-T and wife Nicole 'Coco' Austin welcomed their first child together on Saturday.

in Entertainment, Lifestyle

Amazon drone delivery is much closer to reality


Amazon has unveiled what its unmanned drones for package delivery would look like with a video launched on the prototype of technology it announced two years ago.

in Entertainment

With “Star Wars” movie due to land, old toys go galactic


Vintage toys linked to the "Star Wars" film franchise are moving faster than a swirling lightsaber, sending prices of many of them soaring into hyperspace.

in Entertainment

‘Hunger Games’ leads Thanksgiving pack, ‘Creed’ scores


Moviegoers said goodbye to Katniss Everdeen and welcomed back Rocky Balboa, a series of farewells and reunions that powered Thanksgiving box office receipts above last year's holiday.