That's what Chrysler Group may be finding about now with Ron Burgundy, the red-coated anchorman character played by Will Ferrell. He went on Conan O'Brien's show on TBS in character last week and took mock potshots at the family hauler he has been promoting in ads, reports Larry P. Vellequette, writing in Automotive News.
"It's a terrible car," Ferrell as Burgundy tells O'Brien. "They gave me one for free, and I drove it four feet and the thing cracked in half."
But Conan protests, saying people are buying the big crossover because of Burgundy's endorsement.
"Well, I got paid. They're suckers. I'm just the messenger. I'm not in there tinkering around with lug nuts," Ferrell, star of yet-another Anchorman movie featuring Burgundy coming soon, says.
Who knows? Chrysler may be loving the attention, good or bad. Surveys are already showing that the Ferrell-as-Burgundy ads and webisodes are breaking through with consumers. In them, Ferrell touts aspects of the vehicle like a roomy glove compartment.
But he hasn't gone negative -- until now. And while you and us get the joke, some may wonder whether all potential Dodge buyers are on board.
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