Everyone's favorite vain 1970's anchorman, Ron Burgundy (portrayed by Will Ferrell), is hawking Dodge Durango SUVs in advance of his next movie.

The Daily Herald (of suburban Chicago) found out that Chrysler essentially got the bulk of the ads for free:

Francois got the talent to pitch a refurbished version of the Dodge Durango SUV for free. Paramount Pictures, he said, bartered work on the commercials by Will Ferrell, who plays Burgundy, in exchange for the promotion in the ads of an "Anchorman" sequel that is due out in December.

Ferrell ended up writing, and acting, in about 70 different commercials as the iconic Burgundy.

Here are two of the commercials:

This isn't the first time Burgundy has made an appearance outside of the movies. Burgundy made an appearance on Conan O'Brien's TBS show to announce the filming of Anchorman 2 last year.