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.