Ron Burgundy took a break from doing the news to sell viewers a 2014 Dodge Durango. Will Ferrell’s infamous “Anchorman” character appeared on Conan O’Brien’s late-night talk show “Conan” in March of last year to deliver the news there would be a sequel to his 2004 hit film. “Anchorman 2: The Legend Continues” is set to make its debut in theaters Dec. 20, but, before it does, Ferrell put on his Burgundy suit and got into character to sell a car.
According to E Online, there are a series of videos that will be released starring Burgundy in the automotive advertising campaign.
In one clip, Burgundy gets caught up in how to pronounce “MPG.” Instead of saying, “M-P-G,” he attempts to pronounce it, “Mmpahgah.” The innocuous anchorman pronounces it correctly only once. (One of the running gags in the original “Anchorman” film is that Burgundy always reads every single word off the teleprompter.) At another point, E Online noted, the character observes the vehicle has 360 horsepower, which, according to Burgundy, makes the Dodge Durango 360 better than a horse.
The car brand took to Twitter this weekend to announce its newly forged link with the character:
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— Dodge (@Dodge) October 5, 2013
Of course, the promotion ties in with the release of the new film, which is to be based on Burgundy’s so-called memoir: “Let Me Off at the Top! My Classy Life and Other Musings.” Could he also be driving the new car in the movie?
“I don’t know if it’s the greatest autobiography ever written. I’m too close to the work,” the revered San Diego-based pseudonewsman said in a press release. “I will tell you this much: the first time I sat down and read this thing ... I cried like a goddamn baby, and you can take that to the bank!”
Check out the ad starring none other than Ron Burgundy below and make sure to “stay classy”: