Thursday, May 24, 2007

Is Wendy's trying to rekindle "1984"?

I think Wendy's—and its new lead agency, Saatchi & Saatchi—were trying to channel Apple's "1984" with the spot they launched last night on American Idol, but my nine-year-old son said he didn't get it, and neither did I. In case you missed it, it features a forest full of people kicking trees for no known purpose, except for one guy—wearing the Wendy wig—who starts to realize he doesn't have to kick trees just because everyone else does. Huh? Segue to the selling proposition: that not only does this guy not have to kick trees, he also doesn't have to eat hamburgers made from frozen meat. How inspirational! Now, about the Wendy wig. It looks absolutely ridiculous, as you can probably tell, and at least, if someone were wearing it in all three of the spots currently available on Wendy's kludgy Web site, it would make the brand the commercials are advertising immediately identifiable. But instead, it looks like a one-off—one guy, wearing a red wig, in a forest, not kicking trees. Bring back McCann-Erickson. Or Clara Peller.

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