Bluesky-Walter Graff Weblog

Like many agencies who are confused about what advertising is and when to use what technique and to what degree, Saatchi & Saatchi recently found out once again that humor is nice but means little to sales. In this case it was Wendy’s Red Wig campaign. I’m sure you’ve seen it. It involves real life scenarios with the added humor of someone wearing a red wig similar in look to the Wendy’s logo. In fact I bet it made you chuckle. But as I say over and over, people want to know what is in it for them and what connection does it have to their lives. But disappointing sales results and the December departure of the campaign’s champion, Chief Marketing Officer Ian Rowden are signs that once again big budget spots waste time and forget the #1 rule of advertising, sell the product. Funny, all they had to do was listen to one franchisee who in a recent interview in Ad Age said it better than I could. When asked about the campaign and it’s failing grade he said:

“The red wig has become an excellent icon. People see that red wig and they think of Wendy’s, but to that you have to attach an emotion or rational link, and that’s what we’ve been lacking.”

They should have simply hired him. He could have saved them a lot of money and made a spot that was spot on, not wigged out. But it’s also tough when you are an agency and have to go with your clients creative.