Are you happy with your results?
If your results are flat, maybe it’s time for you to try a fresh approach.
At Barkley we took an unorthodox approach to our largest client—Sonic Drive-In. We threw all of the traditional ways of making TV commercials out the window, and the results have been outstanding—fresh creative, lots of options and efficiencies, and a long-running campaign that’s helped Sonic outpace the fast food industry.
How do we create it?
We haven’t written a TV script for Sonic in four years. Instead, we scribble premises on 3x5 cards. Pete and TJ, both from The Second City in Chicago, then bring their unique improvisational talents to each commercial.
The result?
It’s never the same spot twice. The delivery feels fresh because nothing is ever memorized. We capture their fun spontaneity and bring it to life month after month.
How do we produce it?
We don’t shoot on film and we don’t hire directors. Instead we shoot on video and we direct the talent ourselves. We found it not only saves a lot of money—but the focus is on the creative content, the idea, and not on the execution. Rather than work around a director, we work directly with the talent. The approach has allowed us to develop a special rapport that allows us to get their best performances.
How is it working?
Extremely well. Pete and TJ have become part of our customers’ lives. People want to know what Pete and TJ will be talking about next. Whatever it is, they know it will entertain them. In fact, Sonic ad awareness is number one in markets where we compete head-to-head with the other major burger brands. Since Pete and TJ pulled on-lot, the average sales of a Sonic Drive-In have increased 18 percent.
Take the formula. Pour it out.
At Barkley, we don’t like to approach things the way they’ve always been done. We’ve found that the same approach leads to diminishing results. Our philosophy is that every idea has an expiration date. That means we never rest on our laurels. Every day is another opportunity to try something fresh.
See what Bob Garfield at Ad Age thinks of our Sonic work.
View Pete and TJ television spot for Sonic.
View all Sonic work.
