Movie Characters & Branded Online Videos: ‘It’s Kind of a Big Deal’

I say Anchorman, you say Ron Burgundy. He’s back promoting Anchorman 2 and…Dodge Durangos? Will Ferrell, as Ron Burgundy, has teamed up with Paramount Pictures and Dodge to promote the new 2014 Durango and his upcoming feature. This multi-platform campaign is the first in which a brand and movie studio paired up to use a major mainstream character as the face for a product.

“With the personal involvement of Will Ferrell, our writer / director Adam McKay, the comedy team at Funny or Die, and the Dodge creative team at Wieden+Kennedy, we were able to create a truly epic partnership,” said CMO of Paramount Pictures Josh Greenstein.

Below are three of the six released videos—check out the rest here.

The six spots have 1.5 million combined views and 79,000 social shares. The campaign has been featured on prominent advertising sites including Adweek, MediaPost, ReelSEO and AdAge.

It’s taking over the rest of the media world as well. Watch the spots on the page;; broadcast and cable including ESPN, Comedy Central, E! Entertainment Television, FX, and others. Social media is another huge part of the campaign. There are pages, videos, GIFS, memes and other content dedicated to Ron Burgundy across Facebook, Twitter, Instagram, Tumblr and Pinterest.

I mean who could resist this?


Though, interestingly, this may only be the beginning. Chrysler chief marketing officer Olivier Francois told the ANA Masters of Marketing conference in Phoenix on Friday that this is “just a little appetizer,” and that Chrysler was producing another 67 videos for the Web. “It’s massive,” he said.

This could be massive for other brands as well. If people respond well to Ron Burgundy selling them a Dodge Durango, who’s to say they won’t mind other famous movie characters pushing certain products. This could create a whole new opportunity for movie studios and brands to partner up for promotional purposes.

I would love to see brands incorporating movie characters. It would bring entertainment value to commercials and obviously create more social buzz online. Are there any matchups you’d like to see? Let us know!

The new Dodge Durango comes out later this month and “Anchorman 2: The Legend Continues” is due to hit cinemas December 20. 

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