The commercials debuted at the beginning of October, and according to the Chrysler Group, sales of the Durango increased by a whopping 59 percent in October. In the first 30 days of the campaign, the commercials got more than 10 million views on YouTube.

“Like the Dodge brand, he is confident, unapologetic, irreverent and fearless; as a result he is culturally relevant to our customer,” said Chrysler Group CFO Olivier Francois in an email to Entertainment Weekly. “It’s truly match made in heaven. As proof, Durango site visits are up 89% and sales are up 60% year over year.”

You know what they say: 60% of the time, it works, every time.

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