In footage shown during the “John Bronco Rides Again” credits, actor Walton Goggins delivers what may become a major advertising slogan.
Sitting inside the Ford Bronco, he said, “If they don’t have Broncos in heaven, then you can send me straight to…”
Uh, what did he say? Just as Goggins mentioned a clear goal, a loud car horn cut him off.
In real life, the Ford Motor Company has never had a TV salesman named John Bronco more famous than the Marlboro man and Maytag repairman combined. Luckily, one exists in fiction—and now he’s back for another cinematic adventure.
“John Bronco Rides Again” arrived Monday on Hulu, the sequel to the 40-minute film “John Bronco” in 2020, which is also available on streaming sites.
The original film covered the story of how the Bronco—played to outmoded macho cowboy perfection by Goggins—became celebrity by starring in commercials for the Ford Bronco during its iconic run from 1965 to 1996.
This time, the focus is on John Bronco’s discomfort at knowing Ford went ahead and created an ad for the 2021 Bronco re-launch without him.
“I think when I skipped town, man, maybe they just canceled the whole thing, you know,” said Goggins, who is good at comedy (HBO’s “The Righteous Gemstones,” CBS’s “The Unicorn”) because he’s a drama. (He is an Emmy nominee for “Justified.”) FX.)
And so it goes in this 25-minute, mostly laughable improv short that mines the world of cheesy vintage marketing for comedy gold.
This time, his hilarious moments range from posters for “Chile Con Carnage,” the Bronco’s brief foray into action films, and clips from his short-lived Las Vegas stand-up career to his modern-day filth as he returns to the real world. product offering game.
When Ford archivist Daniel Stacks (Tim Baltz), who is on a mission to make the Bronco a star on the Hollywood Walk of Fame, tracks him down and films him for a potential new TV spot, the Bronco fails in its first take: “Introducing the all-new Ford… shoot, line?”
The original “John Bronco” was fueled by the Ford Bronco fandom of Imagine Documentaries president Justin Wilkes and Imagine Brands senior vice president Marc Gilbar.
Ford Motor Company opened its archives for Imagine Documentaries (a division of Imagine Entertainment) for the making of the first film. That allowed some of it to be retrieved within the company headquarters of the Henry Ford II World Center in Dearborn and the nearby site that houses the actual archives.
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For the sequel, which took three days to shoot in Los Angeles this summer, Ford is back to lend a helping hand.
“Ford loaned us the new Bronco for production and provided continued access to the Ford archive for old ads,” Gilbar said by email.
In addition to Goggins, returning cast members include Baltz (who appears alongside Goggins in “The Righteous Gemstones”) as Ford archiver and Detroit’s Tim Meadows as Bronco manager, the inviolable Donovan Piggot. Michael Chiklis and Brian Austin Green also stopped by for cameos.
But this is definitely a stellar vehicle, a pun, for Goggins.
Gilbar said last year that Goggins deserved special credit for bringing John Bronco’s character to life in all its somewhat inappropriate, slightly insane, sometimes-short-short glory.
The motivation for making “John Bronco Rides Again” came from the end of “John Bronco,” where the character — spoiler alert! —give up the chance to be the face of the revived Bronco line and head off into the sunset instead.
“We kept thinking that it would be funny for John to know the launch was a success and wanted to show that he still has the magic of pitching,” Gilbar said.
“Plus the first film was so much fun to make that we couldn’t resist taking one more trip.”
Contact Detroit Free Press pop culture critic Julie Hinds at email@example.com.