The Ron Burgundy Ads Are Working for Dodge

Chrysler has been receiving praise for making an impression with younger generations, a crowd of trend setters that has been shying away from the auto industry as of late. While other automakers are pushing ads that make uncomfortable attempts to jump on (usually dying) trends, Chrysler seems to have found a way to work pop-culture and trending characters into their campaigns without getting awkward about it.

How Chrysler is Hitting the Mark

A typical ad targeted towards millennials is insulting to most — they are often childish and tend to throw techno music & seizure inducing graphics at the viewers. Or even worse, they try to incorporate “young people lingo” by using terms like “twerk” & “epic fail” in an attempt to connect with their target audience — attempts like these almost always backfire and end up isolating their target audience instead.

While Will Ferrell isn’t exactly a high brow comedian, the Ron Burgundy ads are clever and mature. The Anchorman series and actor are both relevant to a wider age group. Since the movie’s brand now spans almost a decade, it’s something both 30-somethings and 20-somethings can recognize.

Not buying it? Then you take a look at the numbers. The Durango brand has seen an increase of 59% in sales and 80% in web traffic since the ads first began running. Not to mention, the Chrysler Group is reporting an astonishing 11% increase in sales overall from this time last year.

Can Chrysler Back it Up?

It’s not all about cool ads for success to stick in the auto industry. While the Ron Burgundy ads are certainly capturing the attention of a difficult audience, Chrysler has been bringing their “A-game” to the industry as of late. From offering a line of cop cars on steroids to rolling out an all-new EcoBoost engine that’s set to go into their SUVs and trucks, Chrysler has done an astonishing job of staying in the auto headlines.

Could this simple formula be the key to winning over those stubborn millennials?

  • Upcoming Engine Technology
  • Clever Ads
  • Staying Relevant

It seems like the key to sales is a combination of calculated moves by the automaker. One can’t help but to be curious about what Chrysler has planned moving forward. It can’t ride on the success of the viral Ron Burgundy ads forever, but Chrysler does seem to have a winning formula right now that can probably match or top them with future campaigns.

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