Saturday, September 11, 2010
*Cue Silence of the Lambs as agent Sonic meets Hannibal*
Sonic: Well, perhaps you’d care to try one of our new burgers!
Hannibal: Oh, no, no, no, no. You were doing fine. You had been clever and receptive to cleverness. You had established trust with the couple speaking in the car. And now this ham-handed segue into food porn.
If by chance this and the desert spot are their new general market work, they’re such a departure from where they are and no different than Wendy’s waaay better/Red Lobster territory. If they’re not, why throw this change of voice into the current mix? What I thought Sonic had going for it all along—besides people on rollerblades serving you food—was how it walked away from just these types of adds. Guess someone on the brand wasn’t happy with the :10 secs of product description they were already getting? Now we get showing how a button works at a drive-up. For real? Talking down to the audience now is the last thing I thought they’d do. Look, people figured out ATMs—I think they got this. Sonic’s edge is its unique voice in the dialog spots and the newer attack stuff, not this safety net.