Ron Burgundy, the classy and fictional news anchor played by Will Ferrell, is seriously helping the sales of Dodge Durangos.

Since the ads first began playing, Durango sales have increased by 59%, and web traffic has jumped 80%. Dodge has made 70 ads featuring the heavily mustached local-news anchor. The ad campaign coincides with the release of Anchorman 2: The Legend Continues, which will hit theaters on Dec. 20.

Don't act like you're not impressed.

Image: YouTube, Dodge

This article originally published at NowThis News here