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 Entertainment

Cosby to be deposed in sexual abuse lawsuit


Bill Cosby was expected to testify under oath in a lawsuit brought by a woman accusing the veteran comedian of sexual abuse.

in Entertainment

OPENING WEEKEND: Biopic ‘Steve Jobs’ competes against ‘Pan,’ ‘The Walk’


Here's a look at the movies set to open nationwide this weekend.

in Viral Videos

WATCH: Soldier breaks rank to hug daughter at homecoming


Top brass at a Colorado Army post are all smiles after a 2-year-old girl interrupted a general's speech to dash across the room and hug her dad, who had just come home from a nine-month deployment.

in Music

Dwight Yoakam producing music-centered comedy series


"Belles and Whistles" will follow the fortunes of an ambitious dad who moves his dysfunctional family to Nashville to pursue his lifelong dream of becoming a country singer.

in Entertainment

‘Ant-Man’ sequel and three more Marvel movies are coming


The superhero universe will add three more as of yet unnamed movies by 2020.