They’ve been known as “gerbils with beginning defects,” “Mr. Potato Rats,” “hell lemurs” and “the weirdest company mascot of all time.” Since showing in adverts for Quiznos in 2004, Spongmonkeys have divided clients. Whereas the characters have been meme-worthy, there have been additionally experiences that they made some youngsters cry.
Quiznos’ former company companion The Martin Company was behind the Spongmonkey marketing campaign, however British animator Joel Veitch birthed the weird creatures earlier than they turned a model mascot. As Veitch tells it, an evening on the pub impressed him to write down a track concerning the moon, which led to him animating unusual, bug-eyed furry animals that belted out the tune.
When The Martin Company got here calling, Veitch determined that Spongmonkeys harbored a love of subs. Quiznos’ former chief advertising and marketing officer Trey Corridor stated on the time that the model needed a memorable machine to captivate audiences regardless of its small advertising and marketing funds, however after quite a few complaints from viewers, it discontinued Spongmonkeys as a result of “we weren’t fairly connecting.”
Now, after practically 20 years in hibernation, Spongmonkeys are again on the scene, starring in a brand new Quiznos marketing campaign by Boston-based company Tank Design and Veitch. Within the advert, the screeching animals set out on a roadtrip to rediscover their beloved subs.
After submitting for chapter in 2014 and being acquired by Excessive Bluff Capital Companions in 2018, Quiznos started opening new shops final yr for the primary time in over a decade. The model must create extra buzz, and what higher help than the Spongmonkeys?
“[Spongmonkeys] have lingered someplace within the cultural unconscious as a result of surprising, and at occasions cringeworthy, reactions they evoke. With followers on social media asking us repeatedly the place they’ve gone and journalists producing a number of suppose items, the Spongmonkeys have remained within the highlight lengthy after their debut in a means that few different campaigns or mascots have,” Quiznos CEO Tim Casey informed Adweek.
“The Spongmonkeys emerged as an apparent option to pay tribute to the devoted visitors who exit of their solution to fulfill their sub craving and let customers know of the thrilling progress part Quiznos has entered.”
As Spongmonkeys put together to hang-out a brand new technology of customers, Adweek spoke to Veitch about why the time is ripe for his or her return.
Adweek: How would you describe a Spongmonkey?
Joel Veitch: A Spongmonkey is a furry primate, totally stunning and with the power to hover above the bottom. They’re sartorially elegant, with a love of high-quality hats. Their love extends far past headwear although. They’re probably the most relentlessly, mind-bendingly optimistic creatures on the planet. Their celebration of issues of all types is at their very core, they usually specific this fizzing, irrepressible pleasure by means of their reward of music. There isn’t a creature so musical as a Spongmonkey.
