Here’s My Beef


In 1984 eighty-one year old Clara Peller made advertising history when she uttered the slogan “Where’s the beef?”  Many times, shorter is better.  It only took Clara thirty-seconds to make the point that Wendy’s burgers were bigger than those from Burger King and McDonald’s.  Twenty-six years later Wendy’s has revived the slogan in a new series of ads.  Unfortunately, the 60-second “T-shirt/Here’s the Beef” ad will probably drive more people to the brink of insanity than to the drive-thru.

In a Twitter/Text world, ads need to grab attention and sell products quickly.  How many times do you have to hear, “Where’s the beef?” before you get it?  After forty-five seconds of “Where’s The Beef?” my head was ready to explode.  It’s annoying, fingers on the blackboard annoying, “Are we there yet?” annoying.  Please, for the love of God get on with it and show us the burger.

The best way to persuade and not perturb your audience is to make your ads only as long as they need to be to present information that your audience wants to know.  I’m going to go lie down now.

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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