Wendy's 'smart square' viral marketing

If you haven't seen it yet, Wendy's latest spokesman is a square. Taking the shape of the chain's burger patties, the new spokesman in the cartoon ads leads the mass of circles (the other guys' burgers) to enlightenment. The viral ad campaign is featured on Wendy's 'good to be square' website. I'd give the 'square' two thumbs up, but Wendy's has probably had enough of body part references lately.