Sonic: Dunked Ultimate Chicken Sandwich by Goodby Silverstein & Partners

For the launch of the Dunked Ultimate Chicken Sandwich — a sandwich featuring a chicken breast dunked in a choice of sauce, Buffalo, Bourbon BBQ, or Garlic Parmesean — Sonic partnered with professional basketball player and two-time NBA Slam Dunk Contest winner Zach LaVine of the Chicago Bulls.

The campaign features a 30-second TV spot in which LaVine joins Pete Grosz and TJ Jagodowski, better known as SONIC’s Two Guys, on a sports show the two have put together. Much to his surprise, though, LaVine finds out he’s there to talk not about basketball dunking but rather sandwich dunking.

In social media the campaign continues with a series of humorous videos and gifs featuring LaVine and the new sandwich.