Bacon and Blue Burger

I invented 3comonics.

Much of the advertising we see and hear today is different than what we saw and heard a year ago. The messages have changed to reflect the economic times we live in. And for good reason. Can you imagine not revisiting your client’s brand message and, rather, putting more media dollars behind ideas that are out of touch with how people are thinking and feeling today? It would be marketing suicide.

Of all the work I’ve seen, two recent campaigns have stood out for their boldness: Hyundai’s Assurance Program and Wendy’s 3Conomics. First, there’s Wendy’s lessons in 3Conomics, “3 waaaaay better sandwiches for just 99 cents each.” At a time when most fast feeders are pushing value eating, Wendy’s has done a nice job in positioning its menu of inexpensive sandwiches under the “3Conomics” banner. And — even more refreshing — it has not resorted to a desperate, hard-hitting tone in the work. Instead, it’s continued with the effective use of humor, while clearly expressing the 3Conomics value idea. Who says you can’t sell with a smile in hard financial times? People still need to laugh, and that still enables consumers to remember your message, and motivates them to consider you.

Directed by Chris Smith

Wendy’s Radio

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