I'll Have Fries with That

Most of my time on media was for work and I was able to miss a lot of advertisements. When I was relaxing in the evening, watching Hulu or playing games, this is where some ads were able to pop up and grab my attention. One that repeated itself was a Sonic ad for a grilled steak and bacon grilled cheese.

The Sonic Corporation created this ad. Sonic is a fast food chain that is known for the option of having the car-hops or employees come out to your car to serve you as well as the traditional drive thru. It maintains a 1950’s vibe, and serves standard fast food options including burgers, hot dogs, fires, and milk shakes.

I find the ad clever. This ad popped up several times while playing a game on my phone. The ad itself is a middle-aged man who finds himself hungry while playing video games. The ad has a relatable character, uses catchy music, and displays great images of the food.

The message can be understood in many different ways. The ad is trying to show that Sonic has an appeal to adults with higher class food. Instead of showing the traditional food that it is known for, burgers and fries, it highlights this steak and bacon grilled cheese. This is an option that kids might not enjoy as much as a grown man. It shows that it is an option in the busy, hectic schedule of a working man, and that they shouldn’t have to eat basic food, when they can get something like that.

When I re-watch this ad, I notice more things. In the background, the house seems to be a bit messy from toys and young kid’s belongings. We see a picture of footprints on the wall to represent two kids. The music says that as a busy dad, this is the only time he can get away, and it shows him playing the video games with headphones on to keep the noise down. In my mind, this ad represents a typical middle-class family. In this case, the wife and children are away, and we have a white, middle-aged man playing games. To me this portrays the idea that the wife should be taking care of the kids, while the busy working dad can come home and play games. This ad does not show a variety of races, economic levels, or access.

The ad is being sent to show that even busy men should grab sonic. It’s not just fast food for the kids, but has higher class options for adults. Since it is being played between levels in a game, it is targeting an interest of the viewer with an activity from the ad. The ad’s purpose is to sell these steak and bacon grilled cheese sandwiches and widen its reach.