John Bronco (2020) Review

Most people accept that the ‘Golden Age of Advertising’ was the 1960’s and 70’s, and that the ingenuity and brilliance of the advertising executives of that time has failed to pass to their successors. Despite this, there have been affecting, effective advertisements since. For instance, the J.R. Hartley ad for the Yellow Pages in 1983- following Hartley in his quest to find somewhere that stocks his fishing guide- was so popular it spawned two books written by the fictional character.

The ads for Guinness starring Rutger Hauer- humorously emphasising the mystery and darkness of the drink- showed great audience response, apparently resulting in a 22 percent increase in the sale of the stout. The Nescafé Gold Blend Couple were beloved, as were Papa and Nicole in their campaign for the Renault Clio. People were invested in these characters, wanting to see what would happen to them. These ads were unforgettable, becoming ingrained in the public consciousness.

There have been many more over the years, that were clever and fun; but unfortunately, advertisements that aren’t drably forgettable are rarely seen or made nowadays (bar during the Superbowl, and those are usually forced and unfunny).

Jake Szymanski’s ‘John Bronco’ is the exception: a brilliant advertisement for Ford wrapped inside a terrific mockumentary, following the best pitchman the world never saw. The forty minute short centres on the titular character, a horse breaking, cowboy-boot-wearing good ‘ol boy, charting his rise and fall as a pitchman for the Ford Bronco. From his role as a frontman for Ford, to his turn as a singer and actor, Bronco was everywhere. The question is: where is he now?

‘John Bronco’ is a very clever piece of work, blurring the lines between mockumentary and advertisement. Szymanski and screenwriter Marc Gilbar weave a funny tale, both satirising, and paying homage to, advertisement campaigns of the past. From the swinging 60’s to the neon-soaked 80’s, Szymanski seamlessly weaves nostalgia into every frame, while also telling a genuinely engaging story.

Bronco is a compelling character, whose life in-and-out of the eponymous Ford makes for an engrossing piece, while the dialogue is consistently sharp. In addition, Nate Hurtsellers’s cinematography captures the essence of different eras, meticulously recreating the look and feel of vintage advertising. Throughout the film, his work immerses viewers in John Bronco’s world, adding authenticity to every scene. Meanwhile, production designer Olivia McManus's meticulous efforts contribute to the overall visual aesthetic.

From retro news programmes to cereal packets, McManus ensures that every detail feels period accurate, which Alison Holmes’s detailed costume design compounds. Furthermore, the score- from Jared Gutstadt, Jeff Peters and Jesse Siebenberg- is wonderful, featuring many stirring tracks. The hard to forget ‘The Ballad of John Bronco/Mama Named Me Bronco’ is a particularly good one. Moreover, the whole vehicle, as it were, is a great advertisement for Ford, showing the company not just as a maker of classy cars, but with a sense of humour to boot.

The inimitable Walton Goggins stars as John Bronco, delivering a layered performance of depth and wit. Goggins’s easy charm makes him the perfect choice for the Burt Reynoldsesque Bronco, and he plays the part to a tee. Goggins imbues the character with a deep humanity, making him grounded, despite the often-ridiculous comedy, proving once again that he is one of the finest actors working today.

Opposite him, Tim Baltz does fine work as the befuddled Ford archivist Daniel Stacks, while Tim Meadows is excellent as Bronco’s manager Donovon Piggot, whose casual approach to his job makes for much hilarity. Additionally, Kareem Abdul-Jabbar and Bo Derek are both great, showing they are not above self-mockery, while Dennis Quaid’s narration is a constant delight. The mockumentary wouldn’t have worked had the cast not played it straight; and they do to perfection.

Jake Szymanski’s ‘John Bronco’ works both as a mockumentary and an advertisement, and is a witty and entertaining example of both. Its narrative is engaging, with sharp characterisation and dialogue. Boasting period-accurate cinematography and production design, as well as striking costumes and a sublime score, it’s a fun ride all the way. Walton Goggins is terrific, while his co-stars don’t let him down. In short, as an ad and as a film, ‘John Bronco’ is marvellous. So, buckle up- it’s a Bronco worth chasing.