Who knew a roomy glove compartment could sell cars? Well, it probably has more to do with the car salesman, who in the case of some recent Dodge Durango commercials, is none other than Will Ferrell’s wonderfully quotable Anchorman character Ron Burgundy. EW spoke with the ad agency and the Funny or Die team about the creative process behind those silly ads (and the 70 or so additional filmed spots) last month. But aside from going viral and generating buzz for the Dec. 20 release of Anchorman 2: The Legend Continues, Ron Burgundy has also managed to actually sell a whole lot of Dodge Durangos.
Sales of the SUV for October increased by a staggering 59%, according to Chrysler Group data. (Bloomberg Businessweek and Forbes first reported the news.) The Ron Burgundy spots debuted at the beginning of last month. Overall, Chrysler group is also reporting an 11% increase compared to Oct. 2012. Could the narcissistic man with the mustache have anything to do with it? “Durango sales have been very strong this year, and the Ron Burgundy Durango ads are absolutely building on that momentum as we launch into sales of the new 2014 model,” according to the Chrysler Group,”We’ve seen almost an 80 percent increase in Web traffic alone since the campaign launched.”
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