Ricky Bobby’s White Bread

If this Ad Age report is correct, supermarkets across the land can expect a run on bologna, mustard, peanut butter and jelly.

When Interstate Bakeries Corp. agreed to a product-placement deal with Sony Pictures to have its Wonder Bread brand incorporated into a Will Ferrell movie, it did so with a handshake and a prayer.
No money was exchanged, and the company — currently in bankruptcy — was hoping for some good exposure. It got that and more on the opening weekend of Mr. Ferrell’s Nascar comedy, “Talladega Nights: The Ballad of Ricky Bobby.”
Not only did the film earn an estimated $47 million at the box office, but sponsorship measurement firm Joyce Julius & Associates, Ann Arbor, Mich., estimates that Wonder Bread received $4.3 million in exposure.
The Wonder Bread logo appeared clear and in-focus for 11 minutes, 32 seconds during the film. The brand was also mentioned by the actors on two occasions.

In real life, Wonder Bread is not a Nascar partner, nor does it endorse any driver, which is more than a missed opportunity, it’s a cryin’ shame and quite possibly unAmerican.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.