Anchorman 2 heats up its publicity drive

MUMBAI: Paramount’s marketing team is working overtime and coming up with PR stunts for its Anchorman 2: The Legend Continues; now the studio has landed Ron Burgundy (AKA Will Ferrell) a gig on Canada’s The Sports Network. Paramount’s is working against time to pack in the promo gags before the 20 December release. Last week Burgundy stopped by Conan to riff on Toronto mayor Rob Ford’s recent headline-making news.

Will Ferrell as Ron Burgundy will be calling a pro curling match during the Tim Horton’s Roar of the Rings, 1 December in Manitoba.

The studio’s co-branding partnerships so far include: Ron Burgundy’s Dodge ads, his MTV EMAs appearance, the renaming of Emerson College’s journalism school, Newseum’s Anchorman exhibit, Burgundy’s new biography (penned by Ferrell), Ben & Jerry’s Scotchy Scotch Scotch-flavored ice cream, a partnership with Jameson Irish Whiskey, and limited edition Jockey underwear available in Sex Panther Red and Beard Of Zeus Blue.