Dodge Ron Burgundy Commercial

The ad that I chose to analyze was the Dodge commercial featuring Anchorman character Ron Burgundy. It was an add that I saw about two weeks before the release of the 2nd Anchorman movie, while watching the commercial I thought to myself how can this be affective in marketing dodge's vehicles?

I
n this ad, Ron Burgundy, the "star" of the upcoming movie Anchorman 2 endorses the American car company Dodge and its new line of vehicles. The dialog includes nothing more than Ron Burgundy mispronouncing the name Dodge as "Yodge" and claiming it is the correct way it is pronounced. He is standing in front of the line of vehicles placed in a white show room while classical music plays. Burgundy doesn't actually use or even refer to a specific vehicle, It seems to be more of an advertisement for the movie than the vehicles.


Will Ferrell is a big time actor in recent years and is well renown for his roll as Ron Burgundy in the original movie Anchorman as well as its new sequel.

 The ad itself runs for about 30 seconds, and was premeired about a week before the release of the movie Anchorman 2. It was broadcasted on channels such as Comedy Central and MTV, channels that target younger crowds.

The main technique in this ad is the famous-person testimonial. Ron Burgundy marks these vehicles with his stamp of approval and hopes to influence his fans to do the same.


 The ad does not seem to make good use of the broadcasted commercial because there is literally no information presented about the cars, besides the fact that Ron Burgundy likes them. When I first saw this commercial I was upset that they paid so much money to present something that didn't market the product at all.

I think that this ad is new in the sense that it has a fictional character from a movie starring in it. A lot of commercials include the actual actor themselves but it is new to have a character from a movie starring in the commercial.

The Ron Burgundy featured Dodge commercial was made to grab the attention of the same people who have been fans of the Anchorman movies in the past.

While the ad is very un-informing, I do not see any stereotypes or problems within it.

There are several weaknesses that I found about this ad, starting with the pure lack of information. To have an ad run on television and pay a lot of money to have it aired and not give the viewers any information is foolish from any business perspective. It seems as if the directors simply wanted to create the add to make people laugh, and if that was the goal than this was a successful piece of advertisement.

This commercial will no doubt be memorable to those who are fans of the movie Anchorman. The appearance of Ron Burgundy will stick with them as long as the movie does.

I think that ad did a good job of targeting the specific groups of interest. I only saw this commercial on channels that ran ads for the movie itself. It was obvious that the ad was being ran on the popular channels that got the most views from younger to middle age men.

In conclusion this ad was very un-informing and affective in the marketing field, Its understood that it is supposed to be funny but spending all that money for a commercial that lasts 30 seconds with no real information just seems like a bad and useless idea.