Patriotism Wins For Sonic’s “Smasher Burger” TV Ads

Shifting tariff policy and general global uncertainties have prompted many brands to rethink their TV ad messaging this spring. Some are emphasizing affordability, value or U.S.-made products in response to rising costs and consumer concerns. And we’re not just talking about automobiles (although they’ve certainly been a key part of the tariff conversation) — industries such as quick-service restaurants have been affected as well.

While value-based messaging has long been a tentpole of QSR advertising (and indeed it's still going strong right now), price is not the only theme emerging in recent months — patriotic-themed messaging is also emerging, like in Sonic’s campaign for the “Smasher” burger. A few TV advertising and creative insights via iSpot:

• One ad boldly states — over a visual of an apple pie — “there’s nothing as American as a Sonic Smasher,” with a 71% positive purchase intent (share of viewers indicating they were “more” or “much more” likely to purchase after seeing the ad). 
• Although it didn’t begin airing on national TV until April 21, “Nothing as American” is Sonic’s No. 1 TV ad by reach so far this year, accounting for over 12% of the brand’s total impressions. 
• Meanwhile, “The Burger of America,” which debuted a week later, hasn’t racked up quite as much reach (5.3% of Sonic’s total impressions so far in 2025), but it has had an even bigger creative impact on viewers: The spot was perceived as both highly likeable (88th percentile) and desirable (89th percentile), with a 75% positive purchase intent. “Yummy” was the top emotion/reaction expressed by viewers. 
• One female viewer between 16-20 years old remarked about the spot, "...It got my mouth watering. I like the simplicity and the use of America as a cultural connection with the audience."