TV still
Where's the Beef
Wendy's · 1984
- Agency
- Dancer Fitzgerald Sample
- Campaign
- Where's the Beef
Analysis
Three elderly women examine a large hamburger bun. The commercial uses their disappointment to question a competitor's portion size.
Product comparisonComic castingMemorable question
Why it worked
The oversized bun makes the complaint visible. The women's expressions give a direct product comparison a human voice.
Lesson
Let a visible product shortcoming create the comparison before the slogan states it.