Given Durango's current market position, I would say it worked exactly as intended. I think a better question for for sample audience would be "if you were shopping for an suv , would the Durango be something you would check out?"

I know for me personally, the Durango was not even on my radar when I started researching a year ago. Its only because I am OCD about my product research that I learned enough to determine that a '14 Durango is my top choice.

People need to know that the Durango exists before they can consider buying one. .

 

People need to know that the Durango exists before they can consider buying one. .[/QUOTE]

Very true. Here is a blip for ya guys from MSN.

Will Ferrell’s over-the-top TV news anchor is featured in series of TV and online ads.

According to Chrysler, the appearance of Will Ferrell’s over-the-top TV news anchor character Ron Burgundy in the Durango ads “marks the first time a movie studio and brand tie-in has utilized starring talent, in character, to create original long and short form content.” The ad campaign, which will run through to the release of the movie “Anchorman 2: The Legend Continues” in December, features Ferrell’s Burgundy character in a series of spots that will run on TV and online.

While celebrity endorsers typically extol the virtues of a vehicle model, Burgundy does it in his own inimitable and funny fashion.

In one spot, Burgundy goes into details about the Durango’s glove box as opposed to the vehicle's Hemi engine: “0.1 cubic feet of storage, 12-volt light bulb, all in beautiful injection-molded thermoplastic olefin.” In another he compares the Durango’s Hemi engine “with up to 360 horsepower” to “a horse . . . with one horsepower.” Burgundy then chides a horse on the set by asking, “That makes you feel pretty dumb, doesn’t it?”

Two spots called “Ballroom Dancers” will debut tonight on ABC’s “Dancing with the Stars” and additional spots will appear in the run up to the release of “Anchorman 2." All the videos will be curated on the dedicated website BurgundyDodge.com and on the comedy site FunnyorDie.com that Ferrell and “Anchorman” writer-director Adam McKay founded.

The campaign will also include original content created specifically for BurgundyDodge.com and, according to Chrysler, "videos on the Dodge Facebook page, Ron Burgundy Twitter Takeovers, Instagram video clips, a tumblr page featuring animated GIFs and memes, and a dedicated Pinterest board for Ron Burgundy featuring videos and content.”

And in what we’re sure has to be part of the tongue-in-cheek flavor of the campaign, Josh Greenstein of Paramount Pictures, the studio releasing "Anchorman 2," said in a statement from Chrysler that “Ron Burgundy as the new Dodge Durango spokesperson brings together two iconic American legends.” At least we hope that’s the case.

 

Seeing as though Chrysler has about half the advertising budget of GM, partnering with Paramount certainly gives them a lot more for their "Ad dollar". Happy to see brand association following the first run of these ads.

 

Comedy can be described as a series of the letter "S"...Smart, Silly, Sarcastic, Salacious, Stupid, Sexy, Stressful. There are a few more that I can't think of at the moment. When the smartest comedy on TV, "Big Bang", strays from being Smart, it goes to "Silly". When "2.5 Men" strays from being Salacious, it goes to Stupid. The Durango ads with Will Ferrell went straight to Stupid. The glove box is the only one I have seen on the TV. 55 inches (diagonal) of stupid in brilliant color. Doomed...we're all doomed...

 

The first one I saw was the horse one and I'd place that firmly in the "Silly" category. Especially once the pony came out and Burgundy had to quickly backpedal.

 

Like the new slogan. "Built to raise hell and children of character"

 

Even CNN talking about Ron too

http://www.cnn.com/video/?/video/sho...commercial.cnn

All this is just going to increase the popularity even more, on a side note, cant wait for Anchorman2

 

[QUOTE=pjw1967;3084955]The glove box is the only one I have seen on the TV. 55 inches (diagonal) of stupid in brilliant color. QUOTE]

It was almost as dumb as "MPG," where Burgundy tries to pronounce M.P.G. as a word vs abbreviations. After the second "mispronounciation" the commercial became tedious.

 

As long as we're critiquing Ron Burgundy . . . just saw the "Dirty Dancers" version and LOL. That one worked for me but the rest . . . not so much.