Wendy's Commercial Promotes Adoption: 'Every Child Deserves a Place to Call Home'

Matt Vespa
By Matt Vespa | March 14, 2014 | 5:12 PM EDT

A new Wendy's commercial is selling something kids love even more than burgers. Wendy's founder, Dave Thomas, who was adopted at age six, created the Dave Thomas Foundation for Adoption back in 1992. And, now, Wendy's is launching a new commercial encouraging loving adults to adopt children in need of a home.

As reported in the New York Times yesterday:

new commercial opens with scenes of comforting familial situations, like a mother cuddling two boys in a bed and a father and mother flanking their daughter on their front stoop.

Wendy Thomas, whose father named his first hamburger restaurant after her when he opened it in 1969 (she was 8), is at first an unseen voice-over and then appears, her red hair reminiscent of the pigtailed girl in the company's logo, strolling through a Wendy's restaurant.

"Every child deserves a hug before bedtime, a place to call home," Ms. Thomas says. "Wendy's dream is to help every child waiting in foster care find the loving family they deserve."

The spot closes with her telling viewers to visit the new adoption section on the website, with the address appearing on an end card. The commercial, which is by Publicis Kaplan Thaler in New York, part of Publicis Worldwide, with direction by Brett Froomer, will be introduced Monday.