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AdTastic: Sonic Rocks It

August 6th, 2008 · 3 Comments

Hello from glorious Chattanooga, Tennessee! Last night, I ate biscuits and fried okra within 90 minutes of stepping off the plane. Times is good.

Here’s one thing about home that’s different than… uh… other home. In New York, I have DVR, which means I usually skip commercials,. Here, however, I have to watch TV the old-fashioned way. Ads, ads, ads!

But that’s occasionally rewarding. Yesterday, for instance, I got to see this commercial:

 Now I know this is not a new commercial, and I know the whole “two people improvising in a car at Sonic” campaign has been around for a while. But since I don’t watch that many commercials, these things are still cracking me up. As I’ve mentioned before, this is the kind of advertising that I like: It’s really aware of itself as advertising, it doesn’t take itself too seriously, and it doesn’t pretend that Sonic employees are dreaming of my happiness when they fry up my tater tots. (I have a cousin who used to work there. I know for a fact that they aren’t.)

Of course, a commercial can have all those elements and still be lame. What’s crucuial is that the Sonic actors are really funny and natural. Because these people seem so normal, I’m free to think I could be sitting in a car making jokes like that… and be just that funny. Sneakily, I connect Sonic food with being cool.

Consider the difference between this campaign and the sweaty desperation of the J.C. Penney Breakfast Club ads. Sure, there are online games connected to the Sonic spots that I will never play, but the whole thing feels more confident. Less hungry for my approval.

Over in the real world, it’s clear these ads are making people think they can be awesome if they roll up Sonic-style. Just look at all these YouTube parodies. It’s endless. Lord knows, if I were in high school, I’d be out with my friends Stephanie and Laura spoofing these ads right now. Hell… I’m seeing Stephanie this weekend. Maybe we’ll get crazy!

 

Tags: AdTastic · Media

3 responses so far ↓

  • 1 Collin H // Aug 6, 2008 at 5:48 pm

    Is that Joan Jett on the right?

    Sonic does have a very non-annoying ad campaign. Simple and amusing, they please me because they dont displease me.

    But truthfully, they could have the worst ads in the world and it wouldn’t matter. I’d still end up eating there on a regular basis simply because it’s within walking distance from work. All the grease helps the blood flow better through my heart!

    Sigh. Why couldn’t I work next door to a nice sushi place, or even a Subway?

  • 2 Glenn // Aug 6, 2008 at 7:08 pm

    Oh yeah… Fried okra. I don’t even think I can get okra in Colorado. Were you ever a Hardee’s fan? Bojangles? When I was in Russia, I had someone bring me an actual bag straight from Hardee’s of their powdered gravy mix – like 5 pounds or something. (I agree about Sonic as well – now I understand why the two dudes have fake seatbelts…) Hope you enjoy your time at home.

  • 3 Mark Blankenship // Aug 6, 2008 at 7:35 pm

    Bojangles versus Hardees? What kind of a Sophie’s Choice is that?

    Okay… well… I love Bojangles for your basic butter biscuit. Just so gelatinous and good. But there’s something about the sausage biscuits at Hardees that’s extra satisfying. So if forced to make choice, I will choose Hardees. Though I hold an annual vigil in memory of Bojangles.

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