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 Sports

This weekend’s sports schedule


Here's a look at some of this weekend's big sporting events.

in Local

Former NY education head John King to become U.S. Education secretary


Current Ed. Sec. Arne Duncan will step down in December; John King, who led state education dept. during roll out of Common Core, will serve in interim role

in Sports

This week’s best sports shots


A look at the biggest plays and best moments in sports this week.

in National

Making headlines this week


A look at some of this week's biggest headlines and the newsmakers you may have missed.

in Local

TC3 educates students and faculty in case of active shooter


Safety officials at the school say they have been taking steps to prevent an active shooter situation from happening on campus.