Really lovin’ it

28th Oct 2009 A passion and truth by Rob

Photo by super.heavy

Many happy returns, literally. This month, McDonald’s celebrated its 35th anniversary as a UK restaurant by launching a new campaign by Leo Burnett London entitled ‘Favourites’. It features all kinds of people coming and going, each enjoying the McDonald’s experience in their own ways.

The TV spot - which will be supported by outdoor and print ads as well as being reflected on the website and through its social media channels - features the classic Big Mac, French Fries and Chicken McNuggets which first appeared on the original menu in 1974. It also brings particular attention to just how much the franchise has evolved as a brand since then.

Its sign-off, ‘There’s a McDonald’s for everyone’, really sums up this evolution. Despite heavily investing in their ever-broadening menu, its focus on these core choices ensures that there does indeed continue to be a McDonald’s for everyone. Narrator David Morrissey recites a poem that intricately describes the scenes and types of customer. There’s even a word-perfect line that picks up on how some customers always remove the gherkins from their Big Macs without fail. Genius copywriting by Tony Malcolm and Guy Moore that had me hooked from start to finish.

So, the creatives’ at work who earn their perks whilst writing and narrating about gherkin-shirks aren’t just passing by. Leo Burnett just continue to do great work and make the commercial break around 43 seconds less irritating.

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Rob

Posted about 11 months ago at 12:19 on 30th Oct 2009

Catherine, you've actually hit the nail on the head by missing the point slightly. It's not that the customers' 'just passing by' have gone into McDonald's on a whim, it's the fact that they all feel McDonald's can offer them what they want - their favourites - therefore, you're right, those customers' you observed absolutely intended to eat at McDonald's. There IS a McDonald's for everyone.

 

Catherine Bradburn

Posted about 11 months ago at 10:32 on 29th Oct 2009

I think McDonalds new tv ad is great - After visiting McDonalds the other weekend I have to admit it was just like the advert – a whole cross section of dems. However it was clear that the majority of the customers were not ‘Just passing by’ as the adverts voice over claims, they had intentionally come to Maccy D’s - it was a there destination rather than a spur of the moment decision

 

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