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Inspired by the spirit of American ingenuity, Sonic's new series of ad spots transports fans to the newly minted Sonic Department of Research and Deliciousment, which is led by Sonic’s new Chief Ingenuity Officer, or CIO.
Allergic to boring and frustrated with the status quo, the CIO is serious about making the world more unserious, one Sonic meal at a time. The spots also feature Tia Saborita, the CIO’s right hand and the brilliance behind his vision who dreams up the new and unexpected flavour combinations for Sonic beverages, entrees, treats and snacks, including the new Groovy Fries, Sonic's first major update to its fries in more than 10 years.
Credits
powered by
- Agency Mother/Los Angeles
- Production Company Caviar/Los Angeles
- Director Jody Hill
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Credits
powered by
- Agency Mother/Los Angeles
- Production Company Caviar/Los Angeles
- Director Jody Hill
- Executive Creative Director Jed Cohen
Credits
powered by
- Agency Mother/Los Angeles
- Production Company Caviar/Los Angeles
- Director Jody Hill
- Executive Creative Director Jed Cohen
"Sonic has always stood out from the monotony and rules of the fast food landscape, with its crazy inventive menu filled with food and drinks you can’t find anywhere else. There’s a joyful magic to the brand. With the new Chief Ingenuity Officer and his Department of Research and Deliciousment, we leaned into Sonic’s mission to remind people that when they choose to live free of routine, boredom, and the same old same, there’s always a little more fun to be had," said Jed Cohen, Executive Creative Director, Mother Los Angeles.
"We have so much great stuff in store that will firmly re-establish what Sonic has already been, a brand that brings more unexpected joy into people’s lives wherever and however it can."
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