Advertising genius: I love lamp
Dodge decides to capitalize on the moment of the upcoming follow up to the shockingly successful, Will Ferrel movie, Anchorman: The Legend of Ron Burgundy. Released in 2004, Anchorman proved to be a slow hit and while never hitting the top of the charts, it is one of Ferrel's most quoted films to date. Ask anyone about the film and you'll hear such gems like "I love lamp" or "It's anchorman, not anchorlady." Building on that success has led to the slow leak of information such about their upcoming sequel, Anchorman 2: The Legend Continues which we will see this upcoming holiday season. Cue YouTube and Dodge hitching a ride on that success in order to attract a new market of buyers.
In an effort to remain relevant to Millenials, who many press, pundits, and marketers fear love iPhones and apps more than cars, Dodge is hitching a ride with the probable genius and likely train wreck that will be the sequel to Anchorman. Why not? It's better than advertising with shitty beards, H&M scarves, and crippling student loan debt. What people fail to realize with all of the articles we see cropping up regarding the lack of millenial car buyers is the fact that people can't afford cars such as this. While my wife and I are lucky enough to be in that generation and can afford two new cars (though that's hit or miss at times) most of our friends are slogging through finding jobs and paying off debt. Part of what helps is that we live in the DC area which has shockingly been more recession proof than most other areas. However, the data tells us that most people in our peer group are still living at home trying to pay off over priced degrees while competing with people who have years more experience by comparison. But, I am sure our peers need a $30k + SUV for those families we can afford to have right now...
I realize I probably shouldn't bitch considering I have a BMW and a MINI in my driveway but then again, I am not writing this for myself. We are luckier than I could ever imagine and yet too many people that we know are still driving hand-me-downs given to them by a lovely family member to get to their entry level jobs or part time gigs. Of course, pretty soon I am going to be in the same boat considering I quit my job working for Porsche to do this full-time. I smell a Ford Tempo in my future.... Wait. Nope, never again will I drive one of those horrible cars. But I digress.
Dodge's ads are genius though and I can't help but wonder how much of that is Will Ferrel and how much of that is the marketing and advertising team. My guess is that if they were smart it would go a little something like this:
"Hey Mr. Ferrel, we want you to advertise our Dodge Durango as Ron Burgundy."
"Will there be Scotch and a craft table?"
"Ok, I'm there, what do you want me to say?"
"Well, we were thinking you might just stand next to the vehicle and say whatever pops into your mind. Would that work?"
"Only if I can drive Baxter around with the windows down after it's all said and done."
Take a look and see what you think. Did Dodge knock it out of the park like Honda's Ferris Bueller Super Bowl ad? Or does this seem too desperate to make their vehicles relevant again?