Welcome back to our ongoing blog series Ad Nauseam where we unpack the narrative storytelling of commercial campaigns and decide whether they worked or not. Commercials are short form filmmaking, and like our favorite movies or TV shows, a deeply collaborative medium that depends on many individual contributors getting it right. This installment is going to take a look at a spot for Sonic that was put together by agency Mother.
Watch the 60s spot below.
No copyright infringement intended.
After decades of memorable commercials featuring the iconic "Two Guys" in a car, Sonic Drive-In is embarking on a new advertising journey with the introduction of their "Chief Ingenuity Officer" (CIO) in a campaign called "Live Free Eat Sonic." This shift marks a significant departure from the familiar and beloved duo, aiming to rejuvenate the brand's image and positions Sonic as a fun destination that breaks the monotony of typical fast-food experiences.
For nearly 20 years, Sonic's broadcast advertising showcased the comedic banter of Peter Grosz and T.J. Jagodowski, affectionately known as the "Two Guys."
The Legacy of the "Two Guys" is that for nearly 20 years, Sonic's broadcast advertising showcased the comedic banter of Peter Grosz and T.J. Jagodowski, affectionately known as the "Two Guys." These lighthearted, improvised ads resonated with audiences and became a staple of Sonic's brand identity. However, in 2020, Sonic began to pivot towards ads that highlighted their food offerings more directly, with “This is how we Sonic” that ultimately set the stage for this latest transformation. But don’t worry, Sonic found a playful way to reference their iconic brand history in the introductory spot.
The new campaign, developed in collaboration with Mother Los Angeles, introduces a fictional Chief Ingenuity Officer (Mitch Eakins), tasked with making Sonic a hub of culinary creativity and fun. Though it is worth nothing that in the introductory spot, the character does essentially kidnap a family, but I digress. This character is part of the "Department of Research and Deliciousment," embodying Sonic's commitment to innovative and enjoyable dining experiences. Accompanied by Tia Saborita (Veronica Osorio), who helps dream up new and unexpected flavor combinations, we must admit these personalities represents a playful and imaginative approach to fast-food marketing.
The "Live Free Eat Sonic'' campaign aims to break away from the conventional and mundane fast-food advertisements by focusing on a vibrant, whimsical Wonkaesque setting within the aforementioned Sonic Department of Research and Deliciousment, which certainly cements the brand's commitment to positioning itself as the quick service destination for bold flavors, creativity, and enjoyment.
But where’s the product in all of this? The second commercial in the campaign introduces new products such as the Groovy Fries, Sonic’s first major update to its fries in a long time, paired with the new Groovy Sauce that promises “extreme dipability”. These items are shown as part of the CIO's approach to food and underscoring Sonic's desire to surprise and delight its customers with new and unique offerings.
After all, as the ad says, “if you’re not having fun, you’re not living free.”
The "Live Free Eat Sonic" campaign is not just about new characters but also about a broader narrative. The ads aim to create moments of joy and indulgence, breaking away from the monotony of everyday life. By showcasing Sonic's unique menu items and customizable options, the campaign seeks to reinforce the brand's identity as a fun and flexible dining choice. After all, as the ad says, “if you’re not having fun, you’re not living free.”
Departing from the "Two Guys" campaign is undoubtedly a risk and in some regards this new campaign is such a departure that it almost asserts that their beloved banter has become part of the monotonous fast food landscape. The former commercial casting director in me in fact wonders how much their improv was driving the ad creative. Replacing them with a new, less familiar concept could alienate long-time fans. However, the shift also presents an opportunity to attract new customers and modernize the brand's image. It’s clear Sonic hopes to resonate with younger, more diverse audiences.
All in all Sonic's new "Live Free Eat Sonic" campaign represents a bold evolution of its brand identity. While the departure from long established creative carries inherent risks, the potential rewards of engaging a broader audience and reinvigorating the brand are substantial. By embracing innovation and fun, Sonic aims to carve out a distinctive niche in the crowded fast-food market, promising exciting times ahead for both loyal fans and new customers alike. It will be really interesting to see where the campaign goes from here, and if it can match the longevity of just two guys eating Sonic in their car.
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