The first commercials with Will Ferrell as a lovable but clueless Burgundy were published and bound to the debut of "Anchorman 2" in early October Some of the ads have almost 15 million views on YouTube.
In November the Huffington Post reported that Will Ferrell (while character as Ron Burgundy) called the Dodge Durango a terrible car during an appearance on Conan, on the talk show "Conan."
If the shared with late-night talk show host Burgundy, that Durango rose 59 percent of sales since the show air, Burgundy replied: "pretty amazing, pretty amazing. And what is it is so amazing, it's a terrible car. ... Simply horrible craftsmanship, '' he said.
Kuniskis said he was not surprised or upset to the point.
"Ron Burgundy is a fictional character... they had a lot of fun, took some creative latitude, and I think it works perfectly for anyone."
Kuniskis, said the marketing campaign a "bargain" for Dodge and paramount pictures, the "Anchorman 2" was released, but he did not go into details about the profit from the business.
"There was more media money spent? No, '' Kuniskis said. "But get half a billion pre-release teaser spots for their film [in the Studio]? Yes. "So it is, what's in it for them."
"We had to anyway to promote the introduction of the new Durango," he said. "It was actually her film where we are a partnership and their promotion promote our vehicle."
Kuniskis said, companies in the past with Ferrell the idea not from himself but wanted. The time of "Anchorman 2" and the introduction of the new Durango made it a win-win situation.
"We needed something really attack your attention... and the best way to do this is to use someone, the expert on everything, frankly, is", Kuniskis said.
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