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Oct 7, 2013 4:17 PM by Associated Press

Fictional anchor Ron Burgundy pitches for Chrysler

AUBURN HILLS, Mich. (AP) - Chrysler has signed up actor Will Farrell to make an advertising pitch for the new Dodge Durango SUV.

Farrell plays fictional television anchorman Ron Burgundy in a number of Chrysler TV ads that will run through the end of the year.

Chrysler's marketing chief says it's another example of the company making the most of an ad budget that's far smaller than its Detroit competitors.

Farrell is the star of the 2004 movie "Anchorman: The Legend of Ron Burgundy." He'll play Burgundy again in a sequel that's due out in December.

Chrysler says Paramount Pictures traded Farrell's work for promotion of the new movie in the ads.

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