Wendy's protest looks like viral marketing

You've probably seen the above video protesting the Wendy's logo by now, but just thought I'd add something to the discussion. It's really the work of Improv Everywhere, which has created an organization called the National Association for the Advancement of Redheaded People, to protest the depiction of redheaded people in the Wendy's logo and commercials. It's a joke. But, except for the fact that the corporate powers-that-be would probably never approve of chants like "Biggie Size Bigotry," there's nothing to separate this from a viral marketing stunt. It's got all the hallmarks: a fake protest, a (in this case) successful stab at humor, solid viral distribution and even a tie-in to Wendy's current campaign. I bet Saatchi and Wendy's are loving every minute.