This music video for Wendy’s–from agency VMLY&R and directed by Miles & AJ via production house SixTwentySix–opens with six-time Grammy Award-winning artist, producer and songwriter T-Pain in his studio, which then morphs into a Wendy’s restaurant where Frosty treats are abundant, and the vibes are high. With his signature swagger, T-Pain steps up to the microphone and performs a summer Frosty anthem, reimagining his chart-topping hit single “Buy U a Drank.” As he savors the final bite of his Frosty, reality sets in – all special effects have disappeared, and T-Pain realizes he’s been in a complete Frosty Time daze and has been sitting in a Wendy’s booth all along.
The “Buy U a Frosty” music video means that T-Pain is now also known as FROS-T Pain.
Credits
Client Wendy’s Agency VMLY&R Production Company SixTwentySix Miles & AJ, directors; Austin Barbera, exec producer; Matias Letelier, head of production/EP; Russ Fraser, DP; Amber Bolden, SX production coordinator; Dustin Highbridge, producer; Henry Reed, production manager; Allah Samson, production coordinator; Dan Gillette, ost producer; John Scott Wilson, 1st AD; Hannah Meachin, production designer; Kris Foreman-Swanson, food stylist; Joey Johnston, Frosty technician. Editorial Miles Cable, editor; Miles Warren, assistant editor. Color Kaitlyn Battistelli, colorist. Sound Design Mike Leone, sound designer. VFX Frender Max Colt, VFX
Peter Thwaites of The Corner Shop directed this film for healthcare company Abbott that shows what itโs really like to live with diabetes--including the constant judgment, shame and guilt.
The film is the cornerstone of Abbottโs new global initiative called โAbove The Biasโ out of agency VML Chicago, which is driving awareness about the health impact common misconceptions and bias about diabetes can have on people living with the condition.
Thwaites said, โWhat initially drew me to this project was the chance to create a visual metaphor for the weight of other peopleโs opinions--something we all carry, whether we realize it or not. The suit we built to physically weigh down our actor became more than just a prop; it shaped his performance, making the emotional burden feel tangible. Tonally, I wanted to ensure the message felt earned without becoming overly sentimental, allowing the actor to start from a grounded place and gradually reveal the impact of that weight.โ
Healthcare company Abbott--known for its medical technology, nutritional products and pharmaceuticals--surveyed more than 2,600 people living with diabetes across eight countries, including the U.S., to help inform the campaign and bring to life the realities of living with the condition. Research found that nearly 70% believe there is stigma associated with their condition; almost 25% have avoided sharing their diagnosis with family or friends out of embarrassment or concern; and 40% have skipped or missed a doctorโs appointment due to shame or stigma.