The Industry Trust for IP Awareness and Paramount Pictures UK will launch an exclusive Anchorman 2: The Legend Continues trailer that sees Ron Burgundy inspiring audiences to choose official film. The bespoke 90-second piece is a new development in the Moments Worth Paying For campaign, being the first trailer in the series to feature 100% original content.

Starring Will Ferrell in character as the legendary Ron Burgundy, the trailer is shot in the style of a 24-hour news team broadcast. The anchor man delivers a monologue on the serious message of playing fair when it comes to "your evening's entertainment," making sure it's "the real thing" - all in his entertaining and inimitable style.

The trailer also directs audiences to look at content for Anchorman 2: The Legend Continues at FindAnyFilm.com, a search engine for official film - all in place and above board.

Paramount Pictures UK has played a vital role in securing support and buy-in from filmmakers and talent to provide the campaign with its original content to inspire respect for the value of official film, TV and video content.

Anchorman 2: The Legend Continues opens in the cinemas on December 20, 2013. As part of the digital campaign, consumers will be served with easy options to pre-book cinema tickets - creating a tangible return on investment.

"It's fantastic to be working with Paramount Pictures UK on Anchorman 2: The Legend Continues. It is the perfect title for our first bespoke trailer and we're thrilled with the outcome," says Liz Bales, Director General at Industry Trust for IP Awareness. "As we know from our research, evolution is key to ensuring the campaign continues to resonate with audiences and this is the ultimate example of how film content can really deliver the anti-piracy message effectively."

This trailer is the latest release in The Industry Trust's Moments Worth Paying For campaign. Launched in November 2010, the campaign has since gone from strength to strength. Independent tracking research by ICM revealed that those audiences exposed to the campaign were significantly more likely to pay for official film and TV than those not exposed to it.

Story filed 07.11.13