Dodge Launches “Family Motto” Video Inspired By “Talladega Nights: The Ballad of Ricky Bobby”

• The video celebrates Dodge’s first-place finishes in two J.D. Power studies.

• Stars Gary Cole and a trio of SRT vehicles.

• Takes place in an imaginary 1981.

FCA’s Dodge certainly has good reason to celebrate their recent first-place finishes in both the J.D. Power APEAL Study (mass market) and J.D. Power Initial Quality Study (IQS). This is in fact the first time a domestic brand earns the top spot in both surveys. And to show their appreciation, they’ve launched the 60-second “Family Motto” video inspired by the 2006 film “Talladega Nights: The Ballad of Ricky Bobby”.

The spot features the new Challenger SRT Super Stock, Charger SRT Hellcat Redeye, Durango SRT Hellcat. The latter is driven by Gary Cole reprising his role as Reese Bobby, Ricky’s father, only ten years earlier.

The shenanigans are over the top, much like the source film, as are the sound bites throughout the clip, including “I had Mountain Dew for breakfast,” and the family motto, “if you ain’t first, you’re last.”

Although the video is extremely entertaining (so much so that we’re suddenly in the mood for Talladega Nights), Dodge will leverage its visibility to promote Dodge Power Dollars 2020 incentive program, a $10 cash allowance per horsepower on 2020 Dodge Challenger, Charger, and Durango models.

Here’s a breakdown of what this incentive program represents in the US: