by MARK SLUTSKY

We might not realize it in our Grand Prix-fed, Formula 1 bubble here in Montreal, but NASCAR (stock car) racing has become one of America’s most popular sports, ranking just behind NFL football in TV viewership. U.S. politicians have become acutely aware of the voting influence of the sport’s predominantly male, middle-class audience—the so-called “NASCAR dads”—and so, it seems, has Hollywood.

So Talladega Nights: The Ballad of Ricky Bobby is a shrewd marketing ploy of a movie, but despite its relentless commercializing and product placement, it also happens to be a very funny one. The film reunites Will Ferrell, who may be America’s favourite funnyman right now, with Adam McKay, who directed him in Anchorman (and who is a Saturday Night Live writing/directing alumnus himself). What they’ve put together here (the two co-wrote the film) is inconsistent, but punctuated with enough big laughs and entertaining performances as to definitely warrant a watch.

Ferrell plays the titular Ricky Bobby, son of devoted mom Lucy (Jane Lynch, who you may recognize from her great turns in Christopher Guest’s films and The 40 Year Old Virgin) and deadbeat dad Reese (Gary Cole). Growing up with a lust for speed, our hero makes the transition from pit crew member to racecar driver, bringing his best pal Cal Naughton, Jr. (John C. Reilly) along as his partner.

Naturally, the two—who adapt the moniker “Shake & Bake” for some reason—make it big on the circuit, despite the ire of resentful team owner Larry Dennit, Jr. (Greg Germann). To bring Ricky Bobby down a notch, he imports Formula 1 driver Jean Girard (Sacha Baron Cohen, better known as Ali G), an arrogant Frenchman who stuns Bobby with his, well, Frenchness, as well as the fact that he’s married to a bearded, dog-raising Andy Richter. Also he calls him “Reeky Boe-Bee.”

Ferrell’s subsequent flameout and fall from grace (and, of course, redemption), makes up most of Talladega Nights. But as with most comedies these days, the story is really the framework on which to hang gag after gag. Not all hit the mark, but when Ferrell is on, he’s hilarious. John C. Reilly proves once again that he’s as adept at comedy as he is at serious drama, in a part reminiscent of his Reed Rothchild role in Boogie Nights. When the two play off one another and push the absurdism the movie is a delight.

But it’s the faux-Gallic Sacha Baron Cohen who really upstages the very fine cast. Cohen takes a character who could have been a limp stereotype and makes him hilarious—it’s nice to see that his talents extend beyond the brilliant Da Ali G Show.

The movie does have some slow patches, though, and the product placement is often suffocating. You still feel at times like you’re paying to watch a series of commercials for sports beverages and fast food, and it gets pretty shameless. Still, there’s enough good jokes and funny surprises to outweigh Talladega Nights’s problems.

Talladega Nights opens Friday, Aug. 4

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