Those Ron Burgundy ads for Dodge Durangos are mildly funny, and apparently they're making people buy cars. But we're reaching Ron Burgundy overload phase, and Anchorman 2 doesn't even come out until December.
Earlier this month, Bloomberg Businessweek reported that sales of Durangos—which Will Ferrell has been shilling for in his guise as Anchorman lead character Ron Burgundy—jumped an impressive 59 percent in October. The spots are sort of anti-ads, with the faux-suave Burgundy standing in for the genuinely suave actors who usually try to get you to buy cars. The ads are funny—and Ferrell reportedly had a lot of creative control—but there are only so many of them you can watch. (And they made 70.)
The problem, though, isn't just the car ads. It's that there is so much Ron Burgundy going around that it's hard to imagine that Ferrell isn't just sleeping in that red suit. He did an anti-piracy ad in the UK:
He also did a a trailer for his own book (yes, Ron Burgundy—once again, not Ferrell—wrote his autobiography):
Later this month, Burgundy, in character again, will guest on Conan. By the time the movie actually arrives in late December, we'll be practically inundated with Burgundy. It's hard to imagine, but when the first Anchorman arrived in theaters in 2004, it only amounted to a "modest success" in the words of Entertainment Weekly. Though it made more than it's production budget, it opened second to Spider-Man 2 and then fell. A sequel was not a given.
Of course, what buoyed Anchorman's legacy was the fact that its highly quotable, easily GIF-able nature thrived online. It's only reasonable that marketers of all sorts are trying to capitalize on the affection fans feel towards Ron, especially given that it's working. But without the sequel in theaters, the spots feel like a rehash of the same jokes we've been repeating for nearly 10 years now. It could be a long two more months before we get to the new jokes.
This article is from the archive of our partner The Wire.