Those Commercials Will Ferrell Made For Dodge Worked Really Well

Earlier this month, Will Ferrel made a splash with a series of commercials for Dodge, pitching the Durango SUV as Ron Burgundy, the lead character from the movie "Anchorman."
The commercials were hilarious and popular — a few racked up more than a million views on YouTube.

They were also really effective.

According to a recent YouGov BrandIndex survey, there was a noticeable uptick in Dodge's buzz score, purchase consideration, and word of mouth ratings after the commercials first aired on October 5.