Thursday, January 25, 2007

What Might've Been - Rejected by Wendy's

In light of the recent switch of the Wendy's account to Saatchi & Saatchi, one of the losing agencies bidding for the creative side of the fast-food giant's business has revealed to Where's My Jetpack? one of the ideas presented in their pitch.

A self-described "envelope-pushing agent of change," Jill Summersby-Heath-McBride-Jackson of Pure Bull Worldwide said:

It was time for Wendy to grow up. That poofy shouldered shirt, the freckles, the pigtails. Ugh! And "Quality is Our Recipe?" How staid and cliched! Also, the whole "old fashioned" thing has run its course, no offense to the memory of the late great Dave Thomas. So we lost that old typeface on the Wendy's name and went with the "punkassbitch" font, also losing the silly wrought-iron swirly thing. We got rid of "old-fashioned" and just decided to tell it like it is. I mean, if the Colonel can get a facelift, why can't Wendy let her hair down? The Wendy's people weren't really into what we presented. Their loss. It tested well with a lot of diverse groups. Frankly, I think the little girl is creepy."

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