• Reuters via Portfolio, Tuesday, July 24, 2007 10:30 AM

A bewigged man screaming about hamburgers to people kicking trees has become the first advertising hit for fast-food chain Wendy's in years. In the spot, the tree-kickers are interrupted by a man wearing a red wig -- like the hairdo in Wendy's logo -- as he cries out for a "hot juicy burger" instead of one made from frozen beef.

The offbeat approach has apparently resonated with the younger consumers that the company is targeting, being viewed 800,000 times at YouTube.com while prompting amateur copycat videos. "For the first time since Dave Thomas passed away, the brand is finding a voice that is not only consistent, but is completely current and relevant," says Wendy's Chief Marketing Officer Ian Rowden.

Sales of Wendy's burgers have increased since the ad began its run two months ago, he adds, although he declines to give figures.

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