Wendy’s 2017 Super Bowl Ad “Cold Storage”

Wendy’s is heading to the Super Bowl for the first time. This 30-second commercial, slated to run during the first half of Sunday’s game, comes from VML, which Wendy’s picked as its creative agency in 2016.

The commercial plays up the message Wendy’s has delivered for years, that it uses fresh beef while there are other guys — in Wendy’s spelling, “Othr Guyz” — who use frozen. The “Cold Storage” spot begins by showing stacks of burger patties in cold storage. Later, an “Othr Guyz” worker warms up the patties with a pink hairdryer, while the 1970s song “Cold as Ice” by Foreigner provides the soundtrack.