Fictional anchor Ron Burgundy pitches for Chrysler
AUBURN HILLS, Michigan (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 Mr 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, Mr Francois got the talent to pitch a refurbished version of the Dodge Durango SUV for free.
Paramount Pictures, he said, 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.
"We can't compete on the money," said Mr Francois, a Frenchman behind the gritty 2011 Super Bowl image ad for Chrysler with Eminem in his hometown of Detroit, and the follow-up spot featuring Eastwood talking about America making a comeback.