The idea for Wendy’s Super Bowl ad stemmed from a spat the brand had with someone on Twitter

Wendy’s will air its debut Super Bowl ad during the big game this year — and the idea for the commercial all stemmed from a public spat the restaurant chain had with a user on Twitter.

Late last month Wendy’s tweeted out a photo, saying its beef is “way too cool to ever be frozen.”

Twitter user “Thuggy D” incredulously responded:

And so the back-and-forth continued:

Until the final mic-drop moment:

That exchange started somewhat of a roast-spree, with Wendy’s sending a slew of sassy tweets.

In a press release announcing the Super Bowl ad, Wendy’s said its research found seven in 10 consumers did not believe it really serves fresh beef.

Wendy’s hopes the ad — which shows a man trying to defrost a pile of frozen burgers with a hairdryer — will educate consumers that it doesn’t serve frozen patties, unlike other chains. To that end, the ad’s final call-to-action is “,” which leads to the website of a fictional chain that sells frozen burgers that have lots of practical uses, but can’t be eaten.

The commercial will air in the first half of the game and was created by ad agency VML. Here it is:

Super Bowl 51 will air on February 5. Broadcaster Fox is reportedly charging advertisers upwards of $5 million for a 30-second spot.

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