Sonic is a linear, cross-channel campaign. This is a good example of using in-house talent (from MTV’s Guy Code) to mimic Sonic's creative equity of two guys bickering in the drive-thru about their challenges in life! Even though the talent is MTV’s, the comedic conceit also worked well across channels with the idea of a “Rock-N-Road Trip”; and to further align creative to the channel brands, the tie-in with VH1 for example was going to Chicago for Lolla, a festival they were covering via News hits, etc., whereas MTV's EDM festival was in Upstate New York, and that spot shows the talent exploring NYC creating new sounds/getting experimental.
FIAT was excited to hop on-board for a yearly sponsorship with VH1 at Scope Art Show in Miami. In these spots, we explored the connections between art, storytelling, pop culture and music. From freeform artist Brent Birnbaum and his emergence from relative obscurity in NYC to the art scene at Scope, to Swizz Beatz throwing down new tracks to collaborate with artist Hebru Brantley, who innovatively created a youthful character in a matter of moments, our promotion helped elevate the art festival and FIAT as a sponsor that celebrates consumers who may describe themselves conversely as underground, unique, and mainstream.