Does your 2020 bingo card contain “a branded prequel to Will Ferrell’s 2006 film Talladega Nights: The Ballad of Ricky Bobby”? No? It’s a shame, because that would have been an impressive achievement of conscience.
Dodge today released a minute-long commercial called “Family Motto,” which features a childhood moment of future fictional Nascar driver Ricky Bobby (played in the original Ferrell film) and lifelong friend Cal Naughton Jr. The only actor to return to his role is timeless Hollywood chameleon Gary Cole, who plays a younger version of Ricky’s father Reese Bobby.
The agency GSD & M’s spot is a happy and occasionally meta-raging film where the action lasts just long enough for the young actors to explain that kids don’t really drive muscle cars backwards at high speed.
The spot is actually a bit of a multi-brand potpourri, with officially approved references to Mountain Dew and Shake ‘n Bake, while promoting AC / DC’s new single “Shot in the Dark”.
“In our 60-second film, we had to stay 100 percent true to the spirit of the original film while also communicating the Dodge brand’s” firsts “as our owners rated it,” said CMO Olivier Francois. “Maintaining brand authenticity went beyond Sony Pictures, including our music alliance with Columbia Records and AC / DC. Gary Cole re-enacted his role as Reese Bobby and engaged the cameraman of the original film, Oliver Wood, on the project.”
The spot ties Reese Bobby’s dubious slogan, “If you’re not the first, you’re the last” with the brand by referencing Dodges # 1 in the JD Power Initial Quality Study and the JD Power Consumer APEAL Study.
The vehicles shown in the ad are the 2021 Dodge Charger SRT Hellcat Redeye, the 2020 Dodge Challenger SRT Super Stock and the 2021 Dodge Durango SRT Hellcat.