What a shocker. Chris is reviewing the Dodge Durango campaign that utilized the fictional and popular news anchorman Ron Burgundy.
I love this campaign because the agency created numerous videos of the character of Ron Burgundy attempting to sell their product in his weird, inappropriate and outrageous style. They took the campaign across multiple platforms, creating several Burgundy-themed games and activities. I think the campaign is a successful one, not just because of the skyrocketing sales and awards, but also because the agency utilized a well-known and yet cult character to improvise and sometimes make fun of the product he was selling. Instead of talking purely about features of the car and prices, they allowed the character to make inappropriate and outlandish jokes about the features and then, like Ron Burgundy always does, begin talking about himself.