Wendy's to Debut "Do What Tastes Right" Campaign

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Wendy's "Followers"
In its first campaign for the client since scuttling "unofficial spokesman" Mr. Wendy late last year, McCann-Erickson/N.Y. will debut a new effort for Wendy's next Wednesday during the season finales of American Idol, Lost and Alias. Based around the tagline "Do What Tastes Right," the campaign comes out of the gate with a dozen executions by a range of directors, including David Kellogg of Anonymous Content, Biscuit's Noam Murro, Believe's Jaume and animation director Aaron Stewart of Hornet.

Kellogg contributes a brand spot that prescribes Wendy's as a solution for the complications of modern living, while Jaume presents a crew of raccoons who make a late night food run. Murro, meanwhile, kicks in a set of brand and product laughers, incuding one in which a Wendy's Spicy Chicken sandwich burrows all the way to hell.

On the animation side, the campaign introduces a character called the "Smart Square," a savvy representive of Wendy's square hamburgers who easily makes his way through a circular world. That side of the campaign, created by Hornet's Stewart, also includes a longer viral film, in which our square protagonist draws a legion of followers.

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