Dive Brief:
- Chrysler CMO Olivier Francois, the Parisian mind behind the "Imported from Detroit" campaign, lands another U.S. success with the casting of Will Ferrell in new Dodge Durango video spots.
- Will Ferrell was given free range to improvise as the wildly popular Anchorman character Ron Burgundy. The spots coincide with the upcoming release of Anchorman 2.
- By letting Ferrell riff for several hours, the actor provided seventy video spots that Dodge can use to promote the Durango brand.
Dive Insight:
Turning complete creative control over to an actor can be a huge risk. If it wasn't someone as professional and talented as Ferrell, it could have been a wasted day shooting with nothing to show for it. Instead, Dodge has in its arsenal 70 potentially viral spots featuring Ron Burgandy. With so many spots to choose from, Dodge can keep the joke going with fresh new lines.
