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Dodge "It Comes Standard" -- Wieden+Kennedy/Portland

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Published on Dec 18, 2013

Ron Burgundy is a big deal. Pyramids, kind of a big deal. Penicillin, kind of a big deal. Louisiana Purchase, kind of a big deal. So it only makes sense that this titan among men would leverage his fame and prowess to secure a lucrative endorsement deal with a major automaker. And luckily for Dodge, it's the only car company that has the old-school cred to handle all Papa Ron has to offer. We devised a campaign that allowed Ron Burgundy's bottomless confidence to come through—as if his talent made pitching for Dodge a cinch. We let Papa Ron's 1970s brain lead us to an entirely different take on not only SUVs, but car advertising as a whole.

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