As if like Austin Powers, frozen in time to appear in the present, Ron Burgundy (Will Ferrell) has been called upon to make several appearances in modern day media to promote Anchorman 2: The Legend Continues. Taking part in Dodge truck commercials, the MTV European Music Awards, and now on KX News in Bismarck as a special guest co-anchor, Mr. Burgundy has been quite the busy man as of late. Pulling off a full 30-minute newscast as Ron Burgundy is an impressive and incredible bit of marketing for Anchorman 2. Watch the full newscast after the break.
Despite how goofy or immature Will Ferrell films can be, Ron Burgundy is truly gifted in his craft. In the video below, Will Ferrell does what Ron Burgundy does best, read the news. There are moments where he puts on some of that Burgundy charm or plays fun with the anchors, but Ferrell gives a good honest reading of the news.
What’s funny is that all of the anchors, including co-anchor Amber Schatz – I’m glad she pronounces her name because it definitely doesn’t sound like it would be pronounced – are on their toes because by the look of their faces they have no idea what Ferrell will spring on them. From stories on Black Friday to rivalry Bismarck hockey to Movember, watch below as Ron Burgundy delivers some fantastic news; they even include his name in the end credits (see image below):
The beauty behind this marketing campaign is the fact that they never once need to mention the name Anchorman 2. Audiences already recognize the name, the comedy, and that mustache. It wouldn’t make any sense for the Apatow/McKay bunch to create such elaborate stunts when the first film was gearing up for release because Ron Burgundy had no clout in 2004. Nine years later, fans are still quoting famous lines like, “I love lamp” and “I’m in a glass case of emotion!” and thanks to social media taking off, their fan base couldn’t be any more prime for what’s to come.
(Click on the thumbnails to enlarge the images)
It’s not at all a surprise how well this marketing campaign is working for Anchorman 2, it’s more fun to see what they will do next. I would say it’s highly more effective than any TV spot or movie trailer could ever hope for. Even Adam McKay, in a recent interview with AdWeek, claims that he had no idea what a GIF was until recently. And they are utilizing the power of the Internet and social media to their full advantage this time around. And as they say, “60% of the time it works every time.”
And don’t forget to see Ron Burgundy host SportsCenter on ESPN on December 5.
Anchorman 2: The Legend of Ron Burgundy will be out in theaters two days earlier this year on December 18.
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