Advertising cars is not an easy business. There are a plethora of rules and regulations set down by advertising standards authorities, stipulating that a car cannot be shown to be driven fast or in any manner that may encourage reckless driving.

Ad makers also have to contend with an audience, many of who frankly will not care about the advances that a new model makes over its predecessor.

So what does a manufacturer do to mark their new product out as sexy and dynamic, and worthy of your consideration over the myriad of other models it is trying to compete against? US manufacturer Dodge has taken the ingenious step of hiring ‘Anchorman’ character Ron Burgundy to front the campaign for its new Durango SUV.

Yes, Will Ferrell has resurrected his legendary – if totally egotistical and misogynistic – news anchor to highlight the finer points of the Durango. Forget about the powerful muscle-car engine – did you know the glove box comes fitted as standard?

It looks like it’s going to be a long-standing partnership between Dodge and the world’s most famous news host, as Ferrell has already recorded no less than 68 separate ads, which are currently being run on US television.

Whatever you think of Will Ferrell’s unique brand of humour, there’s no doubting his unique way of selling cars is refreshing alternative to the po-faced commercials from the likes of Audi and BMW.

Unfortunately the Dodge Durango isn’t available in the UK, but you can look for a second-hand example of its nearest rival, the Jeep Grand Cherokee, here.

Click play below to see more of Will Ferrell advertising the Durango.

Daljinder Nagra


October 8, 2013

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