Interesting takeaways on the roll-out of a brilliant campaign…
How Ron Burgundy Learned to Love Dodge, and Vice Versa | Adweek
“The first four spots broke last week, in eight versions with different jokes and punch lines. (A batch of 25 scripts produced 70 videos that will roll out over several months.) In the first ads, Burgundy raves about the Durango’s glove box, can’t pronounce “MPG,” ridicules a horse for its single horsepower, and chases ballroom dancers away from the car.”
On strategy:
“Francois said the campaign is about getting exposure for the Durango, not necessarily direct sales. “I don’t think an ad can ever sell anything,” he said. “It will never tell you everything about a car. The purpose is to grab you and drive you to another medium, which will fill you in.”
“MEDIA: Some ads will air on TV; all will be on YouTube.”
PS: Damn useful from a cold traffic generation perspective. But will someone answer me one question?
Why isn’t there a link posted for the YouTube videos?
