Would You Use Ron Burgundy in Your Advertising Campaign

Are you tired of trying new ways to market your business or products? Are you starting to say, ah, these ideas never work! Or, it is ridiculous we spend so much time and money and nothing really ever works.

Maybe you feel that way sometimes, but you need to get over it and soon! Check out what has happened with these two concepts and their results and then let’s discuss. First there is the song, The Twelve Days of Christmas. See the link provided if you need to refresh yourself.

Just about everyone knows the words and the tune for this song. There is a list of presents for each day of the song. The list grows as each of the twelve days passes by.

Some analysts decided a few years ago that this list of gift items would be a good measure of the economy. See the below link for more information on this subject.


Essentially they have taken a memorable and popular song which is heard often during the holiday season and tied it to measuring the economy.  This is reported annually on CNBC and the Wall Street Journal among other news sources.  It has become a measuring stick.

The second story is being called the Ron Burgundy effect. It is a reference to the character Will Ferrell plays in the hit movie “Anchorman”. He is seen in a commercial for the Dodge Durango.  See one or both links which explain in detail.



This comedic commercial by a fictional character has increased sales and demand for the Dodge Durango substantially.  In fact, it has taken the dealers and the manufacturer off guard in terms of the speed and the instantaneous demand response.  The one new thing was the release of the ad, they said, then everything spiked.

The point of this discussion is that a memorable tune or the words might be the exact messenger for your business or product.  Or a funny, silly, slapstick video or photo might do well.  The main point is not to say these will always work out for the best.  The real point is to never stop trying.  It is virtually a certainty that no one on the team who produced the Ron Burgundy ads had a clue they would evolve into the type of response which has taken place.

The key to marketing your business or product is first to always stay true to your values and second is to loosen up a bit and try new ways to grab the attention of the audience.

Mitch Tublin is an advanced certified executive and personal coach who resides in Stamford, CT.