Dodge recently conscripted the infamous Ron Burgundy to pimp its Durango SUV. Since the hilarious set of ads started running back in October, Dodge has seen a more than 40-percent increase in Durango sales. This, to me, proves two things: 1. Americans are gullible idiots. And 2. Well-executed, celebrity-based vehicle ads can really pay off.
Unsurprisingly, other automakers are keen to mimic the irreverent new standard set by the creative minds at Dodge’s ad agency, Wieden+Kenney in Portland, Oregon.
While I expected knock-offs, I hadn’t expected that Dodge and Burgundy would be bested so quickly … especially by Volvo.
Enough foreplay; let’s cut to the chase. Here’s the ad in question:
If you’re like me, you’ll want to watch this four more times. So I’ll wait.
This just might be the perfect ad. It’s got big trucks, a badass – and arguably washed-up – action star doing the splits, Enya, and a sunrise. What else could you possibly ask for?
If you’re wondering what the point of the ad is, it’s to promote Volvo’s new Dynamic Steering System, which uses a hybrid hydraulic-electric power steering concoction to provide much-needed additional steering force. Additionally, DSS also eliminates the need for micro adjustments made by the driver, as the system automatically adjusts to roadway imperfections.
Volvo is the third most popular semi truck builder in the U.S. and I suspect that ads like this will only bolster its sales. I don’t know about you, but I sincerely hope that Dodge answers these ads with a Ron Burgundy-based ad where in Mr. Burgundy tries to do the splits between two Durangos. I can hear the hilarious screams now.