Pete Davidson and Elsie Hewitt have officially entered a new chapter of their lives, and they're celebrating this transition in a delightfully humorous new advertising campaign for Sonic Drive-In. The couple, who recently became parents to their newborn daughter, stars in a commercial that cleverly plays with the concept of "leveling up" both personally and gastronomically, marking a significant moment in their public journey as a family.
The social media campaign, which debuted on January 27, features the 32-year-old former Saturday Night Live cast member and the 29-year-old model discussing their journey into parenthood and domestic life while simultaneously promoting Sonic's latest menu innovation. The timing coincides perfectly with their real-life milestone of welcoming their daughter Scottie on December 12, a detail that adds authenticity to their on-screen chemistry and resonates with fans who have followed their relationship.
In an exclusive statement to the press, Davidson shared his perspective on this new phase of life with his trademark wit. "I'm in my level up phase, living a life of stability, raising a baby, brushing AND flossing," he remarked with his characteristic self-deprecating humor. "The only thing that was missing was stepping up my burger game until the All-American SONIC Smasher came along. It's just one of many great decisions I'm making — am I right?" This quote encapsulates the campaign's central theme: that maturity and responsible choices can extend to fast-food preferences, and that upgrading one's diet is part of a broader lifestyle improvement.
The commercial itself employs a witty double entendre throughout, using the term "smashed" to refer both to the burger preparation method and, playfully, to the couple's state of being. The narrative structure builds around the idea that certain life changes—buying a minivan, having children, seeking higher quality in all areas—naturally lead to upgrading one's burger selection. This clever wordplay creates multiple layers of meaning that reward viewers who pay close attention.
Hewitt opens the dialogue by establishing their evolved standards and newfound priorities: "Good just isn't enough anymore. We want the best. We've entered this new phase of life — settling down, having babies, having a minivan." Davidson quickly interjects with characteristic enthusiasm, "It's a sick minivan," before the conversation takes a humorous turn that reveals the commercial's central joke.
"I don't even mind that you're clearly smashed," Davidson quips, setting up the punchline that pays off throughout the ad. Hewitt's deadpan response, "Yeah, I prefer you that way," leads to her observation that "For some reason, when you're smashed, it's, like, tasteful." The reveal shows the couple is actually discussing the All-American SONIC Smasher and the accompanying $6 Smasher Meal, not their mental state, creating a satisfying comedic twist.
The wordplay continues as Davidson teases the product's quality, "It's not just a piece of meat," while Hewitt completes the thought by highlighting the value proposition: "It also comes with fries and a drink!" In a particularly self-aware moment that acknowledges his new fatherhood status, Davidson cradles the burger and declares, "This baby here is all I need," before quickly correcting himself, "Oh yes, right, the actual baby," with perfect comedic timing that resonates with new parents everywhere.
This campaign represents Sonic's strategic entry into the competitive premium burger market with their "Break Up With Your Burger" initiative. The company positioned the launch with a pointed critique of the fast-food industry, stating in their press release: "For too long, fast-food burger fans have settled for relationships that just aren't working: burgers that keep going up in price and down in quality." This messaging directly appeals to consumers seeking better value and quality, a demographic that Davidson and Hewitt's "leveling up" narrative perfectly embodies and reaches.
The All-American SONIC Smasher itself is crafted as a premium offering designed to justify its place in this upgraded lifestyle. The burger features two patties made with Angus beef that are hand-smashed to create a seared crust and enhanced flavor, layered with American cheese, fresh lettuce, tomatoes, crinkle-cut pickles, diced onions, ketchup, and mayonnaise, all served on a potato bun. This construction emphasizes quality ingredients and preparation methods that differentiate it from standard fast-food fare.
The $6 All-American Smasher Meal bundles the burger with a choice of medium Tots or Groovy Fries—the latter described as "perfectly dippable"—and a medium soft drink or iced tea. This price point positions Sonic competitively against other value meals while promising higher quality and a more satisfying experience, directly addressing the campaign's core message of refusing to settle.
The campaign's release comes shortly after the couple's public announcement of their daughter's birth. On December 18, Hewitt shared the news on Instagram with a heartfelt post featuring multiple photos of the family. "My best work yet, i am absolutely overflowing with love and gratitude and disbelief," she wrote, capturing the emotional intensity of new parenthood. The timing of the commercial's release, roughly six weeks later, suggests a deliberate marketing strategy to capitalize on public interest in the couple's new family dynamic while the news remains fresh.
Davidson's involvement in fast-food advertising marks another chapter in his evolving public persona. Known for his years on Saturday Night Live and high-profile relationships that dominated tabloid headlines, the comedian has increasingly embraced more grounded, relatable roles. This Sonic campaign allows him to leverage his self-deprecating humor and everyman appeal while acknowledging his real-life status as a new father. The commercial's meta-humor about "stability" and "good decisions" plays directly to his public narrative of personal growth and transformation.
For Sonic, partnering with Davidson and Hewitt represents a calculated move to reach younger demographics who follow celebrity culture while also appealing to young families experiencing similar life transitions. The "leveling up" concept resonates particularly strongly with millennials and Gen Z consumers who view adulthood not as a static state but as a series of intentional upgrades and improvements across all life categories, including dietary choices and dining experiences.
The commercial's humor relies on the couple's genuine chemistry and willingness to poke fun at their own circumstances and the clichés of new parenthood. By openly discussing their minivan, parenting responsibilities, and pursuit of "the best" in all things, they create an authentic connection with viewers who share similar aspirations and daily challenges. The burger becomes a symbol of this broader life upgrade—a small but meaningful reward in the daily routine of responsible adulthood.
Marketing experts might note that this approach represents a significant shift from traditional fast-food advertising, which often focuses on indulgence, convenience, or pure appetite appeal. Instead, Sonic frames their product as a conscious choice for discerning consumers who refuse to compromise on quality even as they embrace traditional markers of stability like parenthood and family vehicles. This positions the brand as understanding and supportive of its customers' life journeys.
The campaign's social media focus also reflects modern advertising trends, prioritizing shareable, conversation-starting content over traditional television spots. The humor and celebrity factor make it particularly suited for platforms like Instagram, TikTok, and Twitter, where users are likely to engage with and disseminate the content organically, amplifying the brand's reach without additional media spend.
As Davidson and Hewitt navigate their first months of parenthood, their commercial appearance offers a glimpse into how they're balancing their public personas with private joy. The lighthearted tone suggests they're embracing their new roles with humor and grace, finding comedy in the mundane realities of diaper changes and minivan ownership while still celebrating the small pleasures that make adult life enjoyable, like a well-crafted burger that doesn't break the bank.
The All-American SONIC Smasher campaign thus succeeds on multiple levels: it introduces a new product with a clear value proposition, leverages timely celebrity news, and taps into cultural conversations about adulthood, quality, and self-improvement. For viewers, it's both an entertaining minute of content and a potential invitation to reconsider their own burger loyalties and expectations from fast-food chains.
In the competitive landscape of fast-food marketing, where brands constantly seek differentiation through celebrity endorsements, product innovation, or price wars, Sonic's approach stands out by aligning product quality with life quality. The message is clear and resonant: upgrading your burger choice is part of upgrading your life, a philosophy that Davidson and Hewitt embody as they publicly embrace their "leveling up" phase and invite customers to join them in expecting more from their dining experiences.