Mark Wahlberg Will Receive the 2014 MTV Generation Award

What a perfect time to promote…everything!

 

Move aside, #1 Dad mug. Mark Wahlberg’s making room in his trophy case for a new prize, the 2014 MTV Generation Award, the network has announced.

While this honor is the MTV Movie Awards’ equivalent of a lifetime achievement award—previous winners include Jamie Foxx, Johnny Depp, and Reese Witherspoon—remember: this is MTV. The Generation Award has been given out since 2005, in a way replacing its previous 1990s incarnation called the MTV Lifetime Achievement Award (winners included The Three Stooges, Godzilla, and Chewbacca). In other words, Mark, welcome to an exclusive club.

At the 2014 awards in April, Wahlberg will be presented his golden popcorn by the cast of HBO’s Entourage—Adrian Grenier, Kevin Connolly, Kevin Dillon, and Jerry Ferrara. This begs the question: what will the entrepreneurial Mark Wahlberg choose to promote while receiving his esteemed Generation Award?

Will it be the Entourage movie, set for a June 2015 release? (The cast reunion is a plug in itself.) Will it be Transformers 4, out June 27? (The latest Age of Extinction trailer shows off Dinobots.) Or maybe we’ll even get a Ted reunion! (Ted 2 comes out in 2015, and hey, it’s MTV.)

Dare to dream here. Not only is Wahlberg on a serious “Cool Dad” streak right now, but he’s also completely unafraid of engaging in blatant publicity stunts. No subtlety here. Dare we remind you of the time he partnered with Diddy to peddle us high-end water?

 

The MTV Movie Awards air April 13 at 9 p.m. on—duh—MTV.

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