Ron Burgundy, the ever-classy news anchor played by comedian Will Ferrell, has been helping advertise Dodge cars – specifically the Durango SUV.
And he's actually been doing a very, very good job of it.
Taking his wise-talking and incredibly humorous persona to the TV screen with Dodge has seen Durango sales increase by 59 per cent, and Dodge's web traffic has rocketed by a whopping 80 per cent.
It's no surprise that the Dodge campaign has created 70 ads featuring the sharp-suited local news anchor.
Each one riffs on the standard model of American car advertising, and cleverly co-promotes Ferrell's upcoming film starring Ron Burgundy, Anchorman 2: The Legend Continues.
You can view a wide array of the videos over on Dodge's YouTube channel, and I've taken the liberty of posting one below so you can see just why these are a stroke of advertising genius.