Sonic guys spoof

You’ve seen the series of Sonic Drive-In spots with the two guys in the car? The ads spawned lots of spoofs you can see on YouTube. In a brilliant bit of meta marketing, the Sonic folks (I assume they’re responsible) posted their own video on YouTube, featuring two of the actors from the commercial series, talking to all the spoofers.

As I watched it, I was reminded again how simple it is to create something like this. Technically simple. Coming up and executing a clever idea is as hard as it ever was. But I think it’s going to be increasinly important as we move from captive audiences to free range chicken audiences. Some day soon (today, for many of us) the only ads we’ll watch will the be the clever/interesting/informative ones. And, as Dave Winer wrote, at this point they stop becoming ads and become …something else.