“It would be easy to spend time thinking about where Dr. Rick’s journey goes next,” McBride told ADWEEK. “But we have to go to where the honest vision is, like how your mom or dad would react if they ordered from a restaurant like Sweetgreen. That’s how journeys are.”
While there are plenty of clichés about baby boomer behavior that could make for Dr. Rick ads, creatives are trying to avoid the low-hanging fruit.
“The idea has to be undeniably true,” McBride said, “but it has to surprise you because you’ve never heard it before.”
