Fictional anchor Ron Burgundy pitches for Chrysler

October 7, 2013 • Business

CORRECTS SPELLING OF ACTOR’S LAST NAME TO FERRELL INSTEAD OF FARRELL – This undated photo provided by Chrysler shows Will Ferrell as “Anchorman” character Ron Burgundy in an advertisement for the 2014 Dodge Durango. Chrysler marketing chief Olivier Francois said Paramount Pictures bartered work on the commercials in exchange for the promotion in the ads of an “Anchorman” sequel that is due out in December. (AP Photo/Chrysler)

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, Chrysler’s marketing chief, 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 Login to read more

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