Well, now, this is interesting, and if you think about it, inevitable.
For as long as I can remember, advertisers have co-opted whatever was current in youth culture, and young people have rolled their eyes at the transparency of it all.
This is no different, except that here, the people doing the co-opting actually know what they’re talking about. Philosoraptor and Hipster Kitty aren’t stepping out of character to shill the Sonic; they are behaving as they should.
One sign of a great campaign idea is that working on it feels as effortless and satisfying as a good golf swing. I imagine that the creative team on this feels that way right now, because this campaign pretty much writes and produces itself.