AW: Reboots are notoriously difficult. What creative principle or idea guided you in reviving the Spongmonkeys?

JV: Spongmonkeys blast enthusiasm at full volume, and that will never change. What would they do if you woke them from their extended hibernation right now? They’d go find some subs! The spot leans into them being back and going on a road trip to find a Quiznos, which tributes the loyalty of Quiznos fans who go out of their way to get their favorite subs, but fundamentally it is still our little hairy heroes.

AW: As you’ve worked on other commercials, what do you think makes a good mascot or brand character?

JV: The sense of character is everything. It’s not just about making them look cute, it’s about giving them an identity which is completely gettable straight away, and different from all the other thousands of characters you are constantly bombarded with. Some of that is visual, some is voice, some is writing, but it all goes together to create something memorable and unique. And keep everything positive.

AW: Is there anything about the current cultural climate that could make this a good time for the Spongmonkeys’ return?

JV: In these divided times, the relentless positivity of the Spongmonkeys is an important lighthouse in this era. We can get swamped with all the hate and arguing on social media and in the news. Everywhere is conflict. However, the Spongmonkeys show us the way. They love everything and everyone. They do not have a negative bone in their hairy little levitating bodies. All they need to be truly happy is a Quiznos sub. They LOVE the subs. Everything else is just noise. Be more Spongmonkey, and life will be happier.

AW: Finally, what do you hope people take away or feel about Spongmonkeys?

JV: Their purest essence is a relentless positivity which I think we can all learn from. People may not have the taste necessary to really appreciate their beauty or their magnificent song, but I think everybody should be able to learn from this joyful exuberance. We all need more of that in our lives.