Wendy’s Pigtail Rebel Returns

NEW YORK Wendy’s redheaded, pigtail-wearing nonconformist returns in this new commercial from Saatchi & Saatchi, New York. This time, the unassuming maverick is in an open field with a mob of people and they are all running, and jumping, into a large crater in the earth. Like the last commercial featuring the pigtail guy in which he has a sudden epiphany while mindlessly following others around him kicking trees, this spot drops viewers into a world where only lemmings eat burgers that are pre-made and sit on a counter until someone decides to buy one. He has this sudden insight as he’s running and looks at all the people around him. “This feels a little creepy,” he says, thinking out loud in the voiceover. “They’re not thinking straight.” Well, of course not, they are jumping into a deep hole in the middle of nowhere for no apparent reason. And that’s part of the fun (and an aftereffect of Crispin Porter + Bogusky’s unexpected work for Burger King). A grown man in a cartoonish pigtailed wig is in itself pretty creepy, but the image is memorable and certainly gives the brand a more contemporary spin than Dave Thomas ever did.