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Last week, Wendy's and agency VML launched a campaign spoofing the explosion of food videos that have popped up in Facebook newsfeeds in the past year. Like the popular videos created by the likes of BuzzFeed's Tasty, Tastemade and others, the video was shot and uploaded in the shape of a square that fills the full space of a newsfeed when viewed on a mobile device, where the bulk of Facebook content is viewed.
At first glance, the video seems like the type of garden-variety campaign Facebook has been pushing brands to design for a couple years as it builds up its ad business on sibling app Instagram.