httpv://www.youtube.com/watch?v=h5n7bQdW0CQ
[Oct. 13 Update: Fuddruckers follows Wendy's lead with a campaign emphasizing origin of its beef. See it here.]
[Oct. 12 Update: The chain has extended the "Real" campaign to include a "30 Seconds of Wendy's" video contest on YouTube. Check details here.]
Wendy’s first advertising from The Kaplan Thaler Group uses the slogan “You know when it’s real” to spotlight its never-frozen burgers and new freshly cooked bacon. The campaign breaks Friday.
One of the new TV commercials includes a gently sung background song (reminiscent, for better or worse, of “Don’t Worry, Be Happy”) that uses the “hot ‘n juicy” phrase that once was a key marketing point for the chain’s burgers. Other new spots focus on the new Bacon Deluxe burger (made with “fresh North American beef”) and its cooked-in-house applewood-smoked bacon. The “other guys” use precooked bacon, one commercial stresses. TV tags direct viewers to a flanker Web site, www.wendysrealtime.com, that won’t be live until Oct. 9. It will have a “Real Time Realness Survey” that will analyze what your Twitter messages say about you, sources say. [That was the beta site apparently. The official site isn't that engaging: It has a curious cloud of floating "real-time" Twitter tweets.]
Wendy’s selected Kaplan Thaler as agency of record in July, succeeding Kirshenbaum Bond Senecal + Partners. Wendy’s spends about $275 million annually on measured-media advertising but has been expanding its use of nontraditional and social media as well.
Will these quietly hummable commercials pass the “watercooler test”? Will anyone watch these and say to friends the next day, “Did you see the new Wendy’s ads? I like ‘em.” Or are these spots so low-key that few will notice them, let alone realize they’re the new Wendy’s ads?
Can't keep track of all the new menu additions? Check the 
The May Burger of the Month at R.J. Grunts in Chicago is the Chihuahua Burger. That's a ground chuck and sirloin patty topped with Chihuahua cheese, jalapeño cabbage slaw, pickled red onion, cilantro, and Cholula garlic aïoli. To see the full list of May's best Burgers of the Month around the country, click
These ads are so stupid. The old ones were catchy!
what the hell does that toy dog in the commercial say!?
it sounds like “scratch my belly…f%#^ my butt!” what the hell is her supposedly saying because surely wendys noticed this before it went on tv!
Sorry to disappoint you, but I believe it’s “Scratch my belly. Bark. Bark. Bark.” They noticed.
I googled it 2,, one good commericial
I saw it during MLB then looked for it online because I was so impressed with quality of the spot. One of the best.
too funny, love the commercial. <3 bark bark bark
Those “love the comercial” and “one of the best” posts are from Kaplan Thaler. They’re known for that.
I love this compaign. I love that song!
Quite possible. But if they don’t love it, who will?
One of my favorite commercials in a long time. I’ve been trying pretty hard to find the song, too
Did guys from Fountains of Wayne write or perform the new Wendy’s song?
I didn’t know this was the only chain with fresh meat. Good campaign. I like the line, “our philosophy is simple honesty” with that Lincoln guy. Good ad. Don’t care much for the toy dog though.
i love the commercial with the two guys! especially the one eaying the smallest amount of food.he’s great!!!!!!!!!!!!
I’m having a hard time linking the jingle “you know when its real” to “freshness”. All other burger places are advertising “real Angus beef” so this jingle doesn’t make me think “Wendy’s”.I Googled the commercial to try to understand the link between the jingle and freshness. I just don’t get it
I love this commercial. The singer sounds great and it’s not overpowering or intrusive. As a matter of fact, it’s kind of soothing. I wish Wendy’s would use this one more in its full version instead of the continuous garbage with which we are bombarded.
New “Value Menu” add with kid behind counter swiping condiments off before serving is very funny.
I know when somethng is “real”…this is really good
You know when it’s real Lame. Tell me when they change the food at Wendy’s and I’ll start eating there. As far as the Commercials go, They fall as flat as the cardboard taste of what’s under the pickle.