TIME

This Fast Food Company Is Finally Making A 9-Minute Long, Italian Short Film

The thing literally no one was asking for

Rather than stick a breakfast taco in a waffle or create a prom corsage out of fried chicken, Wendy’s strategy to go viral isn’t by creating a strange food hybrid but rather creating a 9-minute long, black and white, Italian short film for a relatively traditional Tuscan Chicken on Ciabatta sandwich.

That’s probably not what the internet was expecting.

The fast food chain’s CMO promised “to explode digital” when he joined Wendy’s two years ago, and he’s doing that by having foreign film loving millennials submit subtitles that can be written into the short film — which will be split into three acts.

Now we just have to wait, with bated breath, for a Fellini-esque take on a fried chicken sandwich. There might have been a reason why he never dedicated a short to fast food…

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