Wendy's - Cold Storage

February 05, 2017 | :30

Wendy's first Super Bowl spot showcases how burgers are stored and prepared at Othr Guyz, a stand-in for McDonald's, Burger King and any other restaurant that uses frozen beef patties. An Othr Guyz employee warms the beef, to the tune of Foreigner's "Cold as Ice," with a pink hairdryer. The message is meant to drive home Wendy's longtime use of fresh, never-frozen beef -- the subject of many spirited Twitter messages from the Wendys account in 2016 and 2017 as well.

The Super Bowl was much more often a stomping ground for McDonald's, whose big-game ads include "The Showdown" in 1993 and "Romeo and Juliet" in 1986, and Burger King, with entries including "Find Herb" in 1986.

Wendy's released the full spot, created by VML, online the Monday before the game.

Pleased with the results, and facing a growing fresh-beef threat from McDonald's, the brand and its agency returned to the Super Bowl in 2018 ("Iceberg").

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  • BrandWendy's
  • Year2017
  • AgencyVML
  • Superbowl #LI
  • Quarter aired1