From his short films to making a movie in Spanish (Casa de mi Padre), actor Will Ferrel is no stranger to the offbeat. Now comes a new series of ads featuring Ferrell’s fictional newsman, Ron Burgundy. The ads, promoting the 2014 Dodge Durango, are the first components of a marketing partnership between Paramount and the automaker, and coincide with Ferrell’s upcoming Anchorman sequel.
The campaign will include promotional advertising across TV, print, digital and social media.
The ads play off of Burgundy’s mix of bravado and cluelessness. They were created with input from Ferrell, writer-director Adam McKay, the comedy team at Funny or Die, and the Dodge creative team at Wieden+Kennedy.
There are currently four ads online.