Why Sonic Is Shifting to Scripted Ads

Music-driven work and new tagline come from agency of record Mother Los Angeles

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For decades now, quick serve restaurant Sonic’s marketing has revolved around people sitting in cars talking about food, whether it was the beloved “two guys” playing off each other for comedy or everyday folks shooting the breeze between bites.

The tone was loose, and the conversation was largely improvised, using a show-don’t-tell approach that put the drive-in chain’s attributes on full display.

The most recent incarnation of the campaign, under the tagline “This is how we Sonic,” became a recognizable trademark and a relatable touchstone, especially during the pandemic’s socially distanced days.



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