Click here for full list of my favorite marketing campaigns.

Dodge Durango is a sport utility vehicle owned by Dodge who teamed up with Anchorman 2's front man, fictitious and hyper-masculine newscaster, Ron Burgundy for a series of painfully humorous commercials.

Dodge's team hatched the risky plan to incorporate the sexist newscaster, played brilliantly by Will Ferrell, into a stable of ads that would have Ron Burgundy pitching the Durango in his own wacky, and totally unpredictable fashion.

The pace to create these ads is one of the fastest I have ever heard of, with Will Ferrell banging out a total of SEVENTY commercials in only 2 days.

The genius here was 2 Parallel Competitors, Paramount Pictures and Dodge Durango, discovered they served the same market, and therefore found a great opportunity to overlap their promotions -- Paramount for the release of “Anchorman 2: The Legend Continues," and Dodge of the new 2013 Durango -- while Dodge ammassed huge gains.

While seeing these commercials with two seemingly unrelated products (one a movie and the other an SUV) is certainly surprising at first, it was the perfect culmination of linking a market's favorite character to speak on behalf of a vehicle they have statistically been proven to enjoy driving.

Will Ferrell quickly became the most successful salesperson in the history of Dodge selling 40% more vehicles during the campaign while website traffic was up 80%.

Don't compete — DOMINATE.


More Marketing Campaigns of the Month

P.T. Barnum: The Greatest Show on Earth

P.T. Barnum: The Greatest Show on Earth

P.T Barnum was not the first man with a circus or museum of oddities, but he was certainly the most well-known, and today you're going to learn why.   Without promotion, something terrible happens... nothing! -P.T. Barnum   P.T. Barnum...

Apple’s 1984 Commercial

Apple’s 1984 Commercial

The "1984" Apple commercial was broadcast on January 22, 1984, during a break in the third quarter of Super Bowl XVIII by CBS which introduced the Macintosh computer. The idea behind the commercial was to differentiate the brand from the then...

Get My Free Updates

Matt Steffen was listed by Forbes as the #1 Consultant Who Avoids the B.S."