Ice-T Gets Ever Cooler in Sonic Campaign That Includes a Face-Melting Live Stunt

After 6,000 years of human civilization, it's come to this: A finely detailed, life-sized ice sculpture of rapper/actor Ice-T will slowly melt, drip-drip-drip, during a live internet event. When its microphone falls the to floor, it will make winners of some lucky Sonic Drive-In fans. Goodby Silverstein & Partners came up with the chill stunt, which will stream Tuesday on Facebook at 1 p.m. ET. The sculpture, made by David Fong of Ice Illusions in Santa Clara, Calif., will be holding a real mic, and once it drops, the first 100 users to comment will receive a limited-edition Ice-T T-shirt that changes color when frozen. The Ice Man cometh, during National Iced-Tea Month, to promote Sonic's menu of frozen teas, because that's the way he rolls. [kickout id="1"] "We want to keep our fans engaged longer than a television commercial can," Burke Morley, Sonic senior director of brand content, tells us. "We know our target audience is always online, and Facebook Live is a great platform on which to entertain people for hours, let alone minutes." Speaking of time, how long might it take for that mic to drop? "We've done several tests and have a rough idea of when the mic will drop—anywhere between 45 minutes to two and a half hours," says agency art director Kevin Leung. "Our team is actually taking bets on when the mic will drop, with a $10 buy-in." Sculpted from four massive blocks of ice, the 6-foot-tall, 600-pound figure will melt down on the agency's San Francisco rooftop. It should be sunny and near 70 tomorrow in the City by the Bay, so that microphone could be falling fast. Also, in a performance that recalls his Geico ad from last year, Ice-T gives Sonic's pitch-dudes a stone-cold stare in the new ad below, which touts a frozen ice-tea/lemonade drink: [kickout id="2"] CREDITS Ad Agency: Goodby Silverstein & Partners Client: Sonic Drive-In Title of Creative Work: Frozen Ice-T Live Date: 6/13/17 Client CEO & President: Cliff Hudson VP of National Marketing: Lori Abou Habib Sr. Director of Creative and Brand Content: Burke Morley Director of Advertising Production: Ashley Daniel Sr. Manager of Digital Content: David Patt VP of Public Relations: Christi Woodworth Manager of Communications: Jason Acock TV Production: Brooke Watkins Creative Co-Chairmen: Jeff Goodby and Rich Silverstein Chief Creative Officer: Margaret Johnson Creative Director: Jon Wolanske Associate Creative Director: Justin Ralph Copywriter: Jenna Livingston Art Director: Kevin Leung, Austin O’Connor Jr. Copywriter: Lucas Coutinho Jr. Art Director: Charles Lee Production Director of Broadcast Production: Tod Puckett Executive Broadcast Producer: Matthew Winks Broadcast Producer: Christine Oh Director of Interactive Production: Margaret Brett-Kerns Sr. Art & Print Producer: Noah Dasho Director of Experiential/Music: Todd Porter Executive Interactive Producer: Danielle Riccardi Social+ Producer: Kateri McLucas and Alison Plansky Line Producer: Megan Mulligan and Amanda Steigerwald Director: Isaak Le Director of Photography: Mark Sandhoff Assistant Director: Greg Sumner Key Grip: Andre Garcia-Cruz Account Services Group Account Director: Leslie Barrett Account Director: Jenna Duboe Account Director: Kaitlin Giannetti Account Manager: Samantha Akins Assistant Account Manager: Sarah Lucia Brand and Communication Strategy Group Brand Strategy Director: Bonnie Wan Sr. Brand Strategist: Melanie Wong Brand Strategist: Ginny Rider Group Communication Strategy Director: Dong Kim Sr. Communication Strategist: Victoria Barbatelli Business Affairs Business Affairs Associate Director: Judy Ybarra Business Affairs Associate Manager: Chrissy Shearer Business Affairs Associate Manager: Jane Regan —Outside Vendors Production Company: Biscuit Filmworks Director: Clay Weiner Managing Director: Shawn Lacy Executive Producer: Holly Vega Head of Production: Rachel Glaub & Mercedes Allen-Sarria Producer: Lisa Stockdale Editorial: Arcade Editor: Nick Rondeau Managing Partner: Damian Stevens Executive Producer: Crissy DeSimone Sr. Producer: Kirsten Thon-Webb Jr. Producer: Adam Parker Assistants: Ryan Andrus & Paulo Miramontes Telecine: The Mill LA Colorist: Greg Reese Online/VFX: Timber Creative Directors/Partners: Jonah Hall & Kevin Lau Executive Producer: Sabrina Elizondo Sr. Producer: Megan Kennedy Flame Artist: Chris Homel Flame Assistant: Brandon Harden Audio Mix: Lime Studios Mixer: Joel Waters Assistant Mixer: Stephen Fredericks Music & Sound: Butter Music Executive Producer: Annick Mayer Producer: Jason Weiss Composer: Max Schad

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Ice-T Gets Ever Cooler in Sonic Campaign That Includes a Face-Melting Live Stunt

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