Anchorman2: The Legend Continues is the sequel to the 2004 film Anchorman: The Legend of Ron Burgundy. After being fired from his news show in New York City, a washed up Ron Burgundy returns to San Diego and is hired along with his crew to anchor the graveyard news show. Ron transforms the way news is presented and gains viewers that puts him back at the top again. This film had an unconventional marketing campaign. Will Ferrell participated in interviews in character on ESPN and Conan, and teamed up with Bern & Jerry’s and even led a promotional campaign with Dodge that led to a 40% increase in sales. In the film, there are not too many real products seen. The two blatant product placements I noticed were SeaWorld and Miller Lite.
Another product placement I noticed was during the scene where Ron and his news crew are riding in the bus. They are drunkenly reminiscing all while drinking Miller Lite’s ‘Original Lite Can’. I believe that the film and Miller Lite both benefited from this product placement. It is logical for this cameo of the beer can to be included in this scene because Miller Lite was just re-introducing this line of beer and this air time is great publicity to increase sales. It was a logical choice for the film because of the retro vintage 70’s look, which is supposed to be the assumed time period. It also made sense for Miller Lite to use their product in Anchorman because it makes the product culturally relevant as the whole film is. This product placement incorporated pathos because it added a sense of realism that a can simply marked “beer” cannot. People can actually find this specific kind of beer in stores and that makes people feel like they can relate to the characters. Anchorman gained many fans with the first film. Furthermore, the actors drinking the beer are well known including Will Ferrel, Steve Carell and Paul Rudd. These actors added credibility to the scene and product placement. People that like these actors may notice the type of beer there are drinking and be more inclined to pick up that kind the next time they go to the store.