Wendy's

The word is out today from Advertising Age Online. The "Wendy's" spot, featuring a dude in red pig tails, "is big on smiles but short on sales". In other words, while people find the commercials vaguely entertaining and maybe a little creative, no one is deciding to run out for a Frosty or Single with Cheese. Same store sales are flat, while competitive fast food restaurants are increasing sales. 

Big surprise - amusing does not equal effective. We learned that with Mean Joe Green - one of the most popular commercials of ALL-TIME did NOT increase Coke sales. 

What gives with agencies these days? What blows me away is that anyone could look at these commercials and think they would motivate ANYBODY to go to Wendy's. They're SILLY, and violate one of the cardinal rules of advertising - namely not to insult the intelligence of the viewer. 

Do you think the agency did any research with this series of ads? What kind? With whom? And what were they trying to accomplish? I doubt it. 

And who at Wendy's could possibly have signed off on this boondoggle? Did they have any independent research backing up the decision? My guess is no. Why not?