{"id":3572,"date":"2022-03-28T13:29:02","date_gmt":"2022-03-28T17:29:02","guid":{"rendered":"https:\/\/jeffgreenfield.com\/?p=3572"},"modified":"2022-03-28T13:29:02","modified_gmt":"2022-03-28T17:29:02","slug":"interstate-hopes-ferrell-does-wonders-for-bread","status":"publish","type":"post","link":"https:\/\/jeffgreenfield.com\/interstate-hopes-ferrell-does-wonders-for-bread\/","title":{"rendered":"Interstate Hopes Ferrell Does Wonders For Bread"},"content":{"rendered":"<p><span class=\"content01\">Will Ferrell loves his all-American, squishy, white Wonder bread.<\/p>\n<p>That\u2019s the word from Interstate Bakeries Corp. as to why the No. 1 selling bread in America ends up front and center in the upcoming Sony Pictures NASCAR-themed movie, \u201cTalladega Nights: The Ballad of Ricky Bobby,\u201d set for release Aug. 4, and in which Ferrell\u2019s character drives a Wonder car and wears a Wonder uniform.<\/p>\n<p>In a six-word pitch to producers: \u201cWill Ferrell as a NASCAR driver,\u201d the movie\u2019s tagline is \u201cThe Story of a Man Who Could Only Count to No. 1.\u201d<\/p>\n<p>America\u2019s favorite bread and a NASCAR-themed movie seem a perfect fit.<\/p>\n<p>\u201cNASCAR is as American as Wonder bread,\u201d said Rich Seban, Interstate\u2019s chief marketing officer. \u201cHis character only needs to count to No. 1, because that\u2019s what the Wonder brand is.\u201d<\/p>\n<p>Kansas City-based Interstate, which has a cross-promotion with Sony for the movie (the parties say no money exchanged hands), has been in bankruptcy since September 2004 and could use a boost of good news. And if Ferrell\u2019s performance during the MTV Movie Awards Thursday night is any indication, the 85-year-old brand is going to get beaucoup exposure long before the movie hits theaters.<\/p>\n<p>During that broadcast, Ferrell, who makes millions playing goofy characters \u2014 think \u201cElf,\u201d \u201cAnchorman,\u201d and \u201cOld School\u201d \u2014 showed up as his \u201cTalladega Nights\u201d character.<\/p>\n<p>The movie already has several built-in fan bases \u2013 untold number of Will Ferrell fans and the 75 million people who count themselves NASCAR fans. According to NASCAR, it is the fastest-growing spectator sport in America, second only to the NFL. Major League Baseball and the NBA dispute the second-place contention.<\/p>\n<p>In addition to starring in the movie, Ferrell also gets producing and writing credits.<\/p>\n<p>\u201cI\u2019ve not seen the movie nor seen a script, so I don\u2019t know to what extent the brand gets mentioned in the movie, but we were assured that the brand would be treated with respect and professionally and would not be disparaged in any way,\u201d Seban said.<\/p>\n<p>A spokeswoman for the NMA Entertainment &amp; Marketing agency, which helped broker the deal between Sony and Interstate, said it has another \u201cblue chip\u201d client that wanted to be the race car \u201csponsor,\u201d but Wonder won out. (NMA represents Dunkin\u2019 Donuts, Sears and General Motors Corp., among others.). Executives at NMA also said they\u2019d not read the script.<\/p>\n<p><b>Jeff Greenfield, executive vice president at 1st Approach, a branded entertainment and strategic marketing firm in Portsmith, N.H., says not reading the script before agreeing to be involved is risky business.<\/p>\n<p>\u201cIt\u2019s always more important to protect the brand than promote it,\u201d Greenfield says. \u201cI\u2019m a little surprised, no actually very surprised that no one, not the company nor their agency has read the script. This is a family-friendly, all-American brand and the movie is a comedy, and based on some of his other movies, you could run the risk of alienating some of your customers.\u201d<\/b><\/p>\n<p>Meanwhile, Nextel, the chief sponsor of NASCAR, also gets a small nod on Ricky Bobby\u2019s right shoulder. In fact, with NASCAR being likely the most heavily product- and corporate-sponsored sport in America, \u201cTalladega Nights\u201d could end up being the product placement champ of all time.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Will Ferrell loves his all-American, squishy, white Wonder bread. That\u2019s the word from Interstate Bakeries Corp. as to why the No. 1 selling bread in America ends up front and center in the upcoming Sony Pictures NASCAR-themed movie, \u201cTalladega Nights: The Ballad of Ricky Bobby,\u201d set for release Aug. 4, and in which Ferrell\u2019s character [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3506,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[250],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Interstate Hopes Ferrell Does Wonders For Bread - Jeff Greenfield<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jeffgreenfield.com\/interstate-hopes-ferrell-does-wonders-for-bread\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interstate Hopes Ferrell Does Wonders For Bread - Jeff Greenfield\" \/>\n<meta property=\"og:description\" content=\"Will Ferrell loves his all-American, squishy, white Wonder bread. 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