Living legend Ron Burgundy has teamed up with Paramount and Dodge to hawk the new 2014 Durango SUV in a multi platform ad campaign that has hit the internet, the TV and social media with a bullet. It’s believed to be the first cross promotional advertising drive between a brand and a movie studio in which a major mainstream character is used to front the endorsements. In the series of videos for the new Durango (is it just me or is that one hideous looking car?) Burgundy, played to perfection by Will Ferrell, wants to sell you the new vehicle and will use all of his charismatic power to do so. He is kind of a big deal, after all.

CMO of Paramount Picture Josh Greenstein said of the campaign:

With the personal involvement of Will Ferrell, our writer / director Adam McKay, the comedy team at Funny or Die, and the Dodge creative team at Wieden+Kennedy, we were able to create a truly epic partnership.

The 2014 Dodge Durango hits the forecourts later this month. Anchorman 2: The Legend Continues is due for national release in cinemas on December 20th. The Dodge campaign will continue to roll out content across their YouTube channel and on Ferrell’s website Funny or Die and the ads will also run on ESPN, E!, MTV, Discovery and FX amongst others. The social media onslaught includes a tonne of activity on Instagram, Tumblr, Facebook and Twitter, as well as a Ron Burgundy Pinterest board. You can see the first set of videos below. Look out for the one that includes an excellent stare off with a horse which Ron totally wins.