Legendary (and fictional) TV anchorman Ron Burgundy will be featured in four TV spots that promote the Dodge Durango this year. Will Ferrell has reprised the "Anchorman" role for an upcoming sequel and has brought its zany energy to Dodge ads -- in one, he mocks a horse for only having one horsepower. "He is very much like Dodge. He is unapologetic. He is irreverent. He has a great deal of attitude," said Olivier Francois, Chrysler's chief marketing officer.

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