Dodge : Glove Compartment

W+K and Paramount Bet on 'Anchorman' Character

Published On
Oct 07, 2013

Editor's Pick

Wieden & Kennedy and Dodge jump on the promotional tour around Will Ferrell's reprisal of his 2004 role as Anchorman's Ron Burgundy with a new campaign for the 2014 Dodge Durango The spots show Burgundy making a series of clunky observations about the vehicle. Buzz over the Anchorman sequel, set to hit theaters in December, has continued for more than a year since Burgundy performed a suprise flute performance on Conan O'Brien's late night show in March of 2012.

The new spots were the result of Wieden handing almost complete creative control to Mr. Ferrell and his team, according to, giving them free rein over the concepts and scripts. The commercials, directed by popular Funny or Die creator Jake Syzmanski via Gifted Youth and Caviar, are in true Burgundy style, totally off the wall -- one features Burgundy comparing the SUV to a horse (horsepower, geddit?) while others poke fun at over-the-top car commercials by showing a ballroom dancing couple moving and shaking next to the vehicle, only to have Burgundy yell at them. Read more about the commercials at, and see them all on the right.