The Mona Lisa in burger grease

by Andree Lau, CBCnews.ca

If you consume popular culture, you will be familiar with Wendy's "Where's the beef?" and the zoom-zoom kid from Mazda commercials.

Certain ad campaigns have an instant resonance with an audience and catapult products to success.

Arby's, the roast beef sandwich chain, has released a commercial that would make traditional advertisers extremely uncomfortable. For starters, Arby's brand doesn't show up anywhere in the ad. You can also only view it online.

The one minute-24 second video shows artist Phil Hansen ordering 10 hamburgers from an unidentified drive-thru — and creating the Mona Lisa with the grease from those burgers.

The only hint that the video is part of a bigger campaign is a website address, www.burgergreaseart.com, which takes you to Arby's Roastburger page.

The tagline: "Never fried. Never greasy. The burger done better."

Now that's effective marketing.