"If you ain't first, you're last."
It's hard to find an automotive brand that is more self-aware than Dodge. The company does sell multiple vehicles with over 700 horsepower, after all. Dodge's 2021 lineup includes three new SRT vehicles that were just introduced earlier this year: the 2021 Dodge Challenger SRT Super Stock, the 2021 Dodge Charger SRT Hellcat Redeye, and the 2021 Dodge Durango SRT Hellcat. All three are featured in a new commercial titled 'Family Motto,' which brings back a legendary comedy character.
Fans of the 2006 film 'Talladega Nights: The Ballad of Ricky Bobby' will perk up when the commercial opens with the text "Talledega County 1981 (If 1981 had Hellcats)." You then see Gary Cole reprising his role as Reese Bobby, driving a Durango Hellcat. He tells his young son Ricky Bobby to pull over in his Charger Hellcat Redeye. Ricky ignores his father's order, and yells his catchphrase, "I wanna go fast."
Ricky's best friend, Cal Naughton Jr., driving a Challenger SRT Super Stock, then exclaims: "I had Mountain Dew for breakfast!" The two children then execute their famous Shake 'n Bake maneuver before the entire ad pauses for a hilarious reminder from Dodge's lawyers that none of this is real, and all of the action was performed by professional stunt drivers in their forties.
The ad also manages to cram in other memorable quotes from the movie, including "wake up in the morning and piss excellence" and the most famous line of all: "if you ain't first, you're last."
"In our 60-second film, we needed to stay 100 percent true to the spirit of the original film, while simultaneously communicating the Dodge brand's record of 'firsts' as ranked by our owners," said Olivier Francois, Chief Marketing Officer. "Maintaining brand authenticity extended beyond Sony Pictures, including our music alliance with Columbia Records and AC/DC, in addition to Gary Cole reprising his role as Reese Bobby, and having the original movie's cinematographer, Oliver Wood, involved with this project. Together, we were able to accomplish this epic creative endeavor celebrating the Dodge brand's first-place wins, which could almost be envisioned as a deleted scene from the original movie."