Ok, David, now that you’ve convinced me to return to blogging, I’m going to have to make a pest of myself.
First up: The issue of Saatchi & Saatchi’s pig-tailed play in the woods.
To catch everyone else up:
AdFreak’s David Griner – and, in fairness, other industry notables – have panned the new Wendys spot as too long, derivative and flatly executed. Here’s why I think the spot was smart, strategic and an overall win:
Real estate: Chain-wide, Wendys has 6600 stores. Compare that to category leaders: McDonalds at 31,045 and BK at 11,184. They don’t have the built-in marketing hammer of being top-of-mind via ubiquitous presence. When lunch time rolls around, Wendys needs you to be so wanting their square burger that you actively seek it out. In :60 seconds they pounded that brand and the idea of a hot and juicy burger into memory.
Client culture: I wonder what decades of casting cuddly founder Dave Thomas as the primary brand spokesperson have done to the marketing culture at Wendys. I would guess it’s fairly conservative. This is a huge and bold departure – one they should really be proud of in terms of contemporizing the brand and niche-ing their approach to the market.
Noise: You watched it, right? The visual is ridiculous; the audio is unexpected. It broke out of its 3-minute Idol pod and got watched. That’s successful.
After-School Special Effect: I’m not convinced Saatchi was following Crispin. The spot actually seems a little snarky – almost making fun of the category. It’s got that feel of intentionally-off on authenticity … think: after school specials. And, I’m guessing Wendys customer is a little older than BKs – so, that might be just the right tone and fit.
Anybody out there from Saatchi? Come on, tell me I’m close…
David: Here’s one as annoying as those BK ads, linked just for you