If there's one thing (fictional) Nascar legend Ricky Bobby appreciates, it's a good sponsor. And while we don't have any news from his beloved backer Wonder Bread, Dodge is doing its part to revive Will Ferrell's character for 2020.

The automaker has released a prequel storyline that takes place quite a while before the events of 2006's Talladega Nights: The Ballad of Ricky Bobby. The spot shows us young versions of Ricky and best friend Cal, along with a return by the ageless Gary Cole to his role as Ricky's dad.

The spot, from GSD&M, feels a bit random on first pass. Why bring back a 14-year-old movie that, even in the Ferrell canon, isn't one of the most enduringly relevant?

But it's clear Dodge is looking to hype its lineup of "most powerful ever" vehicles, and Talladega Nights certainly offers a nice balance of car worship and light-hearted camp.

A prequel set in 1981, while not making any sense in terms of advertising Dodge's 2020 and 2021 models, is also quite clever, given that it enables Dodge to pick up the storyline again without having to invest in top-dollar talent like Ferrell and John C. Reilly. 

So which 2000s-era movie should get a branded reboot next? A Hancock prequel starring Jaden Smith? Right? Why am I the only one raising my hand?

Send me your picks at the email below or at @Griner on Twitter.

David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com

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