KC comedic content creator‘s viral song becomes a Wendy’s commercial jingle
Clarence Lomax grew up with a gift for making people laugh. He used his humor to craft an online persona that allowed him to be bolder and louder than he could ever be in real life, and people seem to love it.
The Kansas City native never imagined, though, that viral clips of him singing funny parody songs, like his viral tune “Big Back” would open the door for him to become part of a major ad campaign.
That’s exactly what happen. Lomax was tapped by Wendy’s, the fast food restaurant chain, to create one of his fun jingles for its Biggie Bag campaign.
Lomax not only wrote the song but also stars in the commercial, which portrays him enjoying the Biggie Bag combo meal, a scene that turns into a lively celebration of music and food. The commercial shot here in Kansas City is set to debut in the next few weeks. Now Lomax is excited for future opportunities to work with other brands.
His journey to landing a commercial with a national brand began with a simple desire to connect with people.
“I genuinely love people,” said Lomax. “All my life, people just always gravitated towards me and I think maybe that comes through in the videos.”
His content, often featuring humorous music about food was intended as motivation for Lomax’s own health journey. He used media as an outlet to create songs that pushed him to want to change his eating habits.
For years, Lomax struggled to surpass 2,000 followers on Instagram. A parody video about Wendy’s he posted a year ago, before the Biggie Bag campaign, initially received little attention. However, Wendy’s did like and comment on the song.
After another of his videos went viral with the song “Big Back,” which got him featured on the national radio show, “The Breakfast Club,” his audience expanded to over 135,000 followers.
“I thought, let me see if I can have these people help me reach out to Wendy’s,” Lomax said. The second posting of the parody quickly received 500,000 views and once again caught Wendy’s attention.
This time, Wendy’s contacted Lomax through TikTok. He said they invited him to create content with them, giving him “free rein” to create something that aligned with the company while staying true to his comedic tone.
The result is a Biggie Bag jingle that blends 80s hip-hop, disco and the KC native’s comedic appeal.
“It’s really me enjoying the Biggie Bag and it’s so good that it turns into a party,” said Lomax. “It’s supposed to have that feel of you getting in your car after a hard day, turn on some good music, stop and sneak some food before you get home, and you’re just kicking it.”
Lomax said the opportunity validates his creative visions and is a milestone in a career he built online.
The Wendy’s project is not Lomax’s only venture. He collaborates with local businesses like Ruby Jeans Juicery, KC Craft Ramen, Wah Gwan and Wing Studio KC, helping them gain exposure through creative content.
“Every time I create for one of our restaurants or local businesses, I’m always like, I hope it goes viral,” he said. “So I can have more eyes on them.”
The Wendy’s collaboration was Lomax’s bridge between viral content and a real step into professional creative work.
Now, Lomax said, his aspirations go well beyond social media fame. He envisions a future where he is creating media across multiple mediums, including TV, music production, writing and mentoring.
“I want to use this to create opportunities for my friends and other local artists,” said Lomax. “I want my own sitcom one day, write books, create music across genres and continue using that to connect with people.”
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This story was originally published November 5, 2025 at 11:33 AM.
