When you’ve got the smallest marketing budget of the Detroit Three automakers, you have to take risks to get your TV spots noticed. That’s why Olivier Francois, Chrysler’s marketing chief, gambles a lot. He’s following successful ads with egotistical airhead television anchorman Ron Burgundy from the 2004 movie ‘‘Anchorman: The Legend of Ron Burgundy.’’
‘‘We can’t compete on the money,’’
said Francois
So in order for Chrysler to compete, it has to be creative to multiply the impact of its ads, Francois said at an event Monday at Chrysler’s headquarters held to formally unveil the ads.
Ferrell, Francois said, was given a free hand to write and produce the ads. Initially he was supposed to make three to six commercials, but ended up with 70, all featuring Ferrell in a 1970s burgundy suit. Most of the ads talk about the SUV’s gas mileage, power, and infotainment technology. Some are funny, such as when Ferrell, playing an incredulous Burgundy, talks back to the navigation system, or when he thinks ‘‘mpg’’ is a word instead of an abbreviation for miles per gallon.
Francois had never heard of Burgundy, a 1970s TV anchorman in San Diego, or the first ‘‘Anchorman’’ movie. But he was amazed that everyone in a brainstorming session could recite lines from the movie.
‘‘He’s probably the closest fictional character to a real character,’’
Francois said.
The campaign, scheduled to appear on TV until the sequel ‘‘Anchorman 2: The Legend Continues’’ makes its debut around Christmas.
I think this is GENIUS!!!!!
