Sonic Drive-ins launch new Hispanic creative.

Lopez Negrete Communication has wrapped production for client SONIC’s new Hispanic campaign entitled “SONIC Zone.” The three :30 spots demonstrate how SONIC customers experience a truly customized, relaxing, private and personalized eating experience when compared to competing quick service restaurants.

“SONIC is a unique restaurant that offers not only a great variety of food and fountain beverages which is constantly changing, but also an atmosphere and a service that translates into truly taking a break and enjoying your meal in the comfort of your car, with your favorite people … it’s like a mini vacation,” said Federico Traeger, Lopez Negrete creative director. “We want to let the Hispanic consumers know that such an upgraded experience from the so-called fast food restaurants is available to them. By going to SONIC, not only do you have an upgrade from a menu perspective, but you also have complete control of the surroundings in which you enjoy this food. For Hispanic consumers, it’s a win-win!”

The new campaign features SONIC customers dining in their cars at the establishment but envisioning themselves on their own sofa in their own living rooms or on the beach with friends or enjoying a movie at the theatre. In order to capture the essence of being both at SONIC and at the beach or at home, motion control cameras were programmed to match the movements of the actors in order to seamlessly replicate them from one scene to the next.

The commercials, shot in Orlando and Kissimmee, Florida were directed by Massimo Martinotti and produced by Michel Sassoon of MIA Films. Editorial was handled by Upstairs EFX in Coral Gables. The first of the three spots began airing on Spanish-language television on July 2. Consumers can expect to see the campaign on-air with new creative debuting monthly until October.

The Lopez Negrete SONIC account and creative team consists of Martin Rubenstein, group account director; Patricia Burgos, account director; Federico Traeger, creative director; Marlo Baker, director of broadcast production; Luciano Battistini, producer; Miguel Nogueras, associate creative director; Karen Kain, senior art director; and Nestor Bernal, senior copywriter.