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 Black Friday, Lifestyle, National

Black Friday crowds thin in subdued start to holiday shopping


America's annual Black Friday shopping extravaganza was short on fireworks this year.

in Black Friday, Viral Videos

WATCH: Holiday parodies of the year’s biggest hits


From "Bad Blood" and "Watch Me," to "Uptown Funk," here are the year's hottest songs made fit for the holidays.

in Music

Adele announces tour


Adele, whose latest album "25" has smashed sales records in its first week of release, announced on Thursday she would begin a 15-week concert tour.

in Music

Eagles confirm musical plans


The veteran rockers are pressing ahead with plans for a Broadway musical centered around their iconic song "Hotel California."


condition Condition: Partly Cloudy
Temperature: 57°
High: 59° - Low: 44°