What’s going on with Dairy Queen

It seems I have seen more Dairy Queen television commercials in the last couple of months than I have in the last 40 or 50 years combined. And I really like the spots — they have a sense of anarchy to them that really appeals to me. I especially like the bit about the piñatas filled with Mary Lou Rettons. Completely off the wall.

However, even before these commercials began airing I began noticing the disappearance of Dairy Queens. It seemed that every small town in Texas used to have a DQ on the main highway through town. Now it seems that they have all been replaced by Sonics.

I will admit it’s been five years or so since I have taken an extended road trip outside of Texas and perhaps the Queen is expanding rapidly elsewhere. But from my viewpoint here, the entire ad campaign — as clever as it is — seems like a waste of time, money and creativity.