Transcript for Ron Burgundy Sells Dodge Durango in New Ads
New twist in the ad wars. One of the big three automakers are trusting their pitch to a ma fake newsman. Would you buy a car from ron burgundy? Rog is betting that you will. I'm very important. I have many leather-bound books. Reporter: Straight from the 1970s DOOFUS OF A DESK, CREATED By will ferrell. But ron burgundy has returned, with ferrell now appearing as san diego's repeat unsuitable news man. In hilarious commercials for the dodge durango. With an unexpected comparison. On my left is one horse. With one horsepower. Reporter: It's cross promotion and a lower-cost, high-profile way to get prose for chrysler. You're going to get an audience that was into "anchorman" when it came out nine years ago. Reporter: In a world of icon placement, as this "30 rock" episode captured in 2006. This is diet snapple? It tastes like regular snapple, doesn't it? Reporter: Fictional characters selling real stuff is not as surreal as you think. There's 007, popping his cap for a heineken. Even ferrell's done it in character before, for bud light. Promoting his film, "semipro." Bud light, suck one. Reporter: Now, it's a car company hoping you'll stay classy. For "good morning america," chris connelly, abc news, los angeles. So good. I saw those commercials during the "dancing with the stars" last night. And they had the dancers. He kept chasing them off. It was pretty funny. Makes you want to see the movie.
This transcript has been automatically generated and may not be 100% accurate.