Kevin Durant is having a great 2016. In fact, he has so much going on with his pending free agency and his ads for every relevant consumer goods/athleticwear brand that one may ask how he finds the time to shoot yet another campaign.
But the guy did sign a contract with SONIC just over a year ago in that brand’s first sports endorsement deal, and the chain has gone out of its way to milk the Durant endorsement for all it’s worth via stunts like selling every “piece” of his signature, totally disgusting candy slushy on eBay last summer.
GS&P’s latest campaign for its fast food client concerns the one thing that most often occupies the minds of millionaire athletes: proving their own self-worth in the faces of so many haters.
This one follows the same thread as GS&P’s recent work for SONIC, some of which moved away from the “Two Guys” ads in favor of clips of Durant trying not to be distracted by the many delicious, sugary offerings at his local drive-through.
The “Two Guys” (former Colbert Report writer Peter Grosz and Chicago-based improv comedian T.J. Jagodowski) are still around, though. In “Fundamentals,” they discuss chicken clubs and basketball with Mr. Durant.
Finally, in “Aficionado,” these two aging bros prove that they know a lot more about milkshakes than they do about the b-ball.
Bourbon brown sugar does sound pretty good, though.
Client president and CMO Todd Smith says:
“With ‘Fundamentals’ we built on the tone and relationship we established in one of our first spots with KD and the Two Guys, ‘One on One on One,’ while simultaneously positioning the Ultimate Chicken Club as a game changer in the QSR industry – just as KD is a game changer in the NBA.”
That’s a bit generous, but OK. From CEO Cliff Hudson:
“Kevin Durant has been a superstar for the SONIC brand since we announced our partnership in 2014. He has starred in a few of our most innovative Two Guys commercials to date. The chemistry Kevin has with the SONIC brand has been very strong and we couldn’t be more pleased!”
Expect more of the same, then.
CREDITS
Agency: Goodby Silverstein & Partners
Client: SONIC DRIVE-IN
Title of Creative Work: “I Can” & “Fundamentals”
Live Date: 2/29
Client CEO & President: Cliff Hudson
Chief Marketing Officer: Todd Smith
VP of Marketing: Sarah Beddoe
Director of Content: Burke Morley
Director of Brand Advertising & On-Lot Communications: Molly Brill
Creative “I CAN”
Executive Creative Director, Partner: Margaret Johnson
Creative Director: Jon Wolanske
Copywriter: Colin Nissan, Craig Shervin
Art Director: Sean Farrell, Andrew Lindsey
“FUNDAMENTALS”
Executive Creative Director, Partner: Margaret Johnson
Creative Director: Jon Wolanske
Copywriter: Steven Nass
Art Director: Nomi Malik
Production Executive Broadcast Producer: Matthew Winks
Broadcast Producer: Christine Oh
Account Services Group Account Director: Leslie Barrett
Account Director: Jenna Duboe
Account Manager: Samantha Akins
Assistant Account Manager: Crystal Chan
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
Managing Partner: Damian Stevens
Executive Producer: Nicole Visram
Senior Editor: Nick Rondeau
Senior Editor: Greg Scruton
Online/VFX: Timber
Managing Partner: Damian Stevens
Creative Directors/Partners: Jonah Hall & Kevin Lau
Lead Flame Artist: Chris Homel
Audio Mix: Lime Studios
Mixer: Joel Waters
Assistant Mixer: Stephen Fredericks