McDonald's 'gettin' serious' to promote burger range with branded content video via OMD Fuse
As a major sponsor of The X Factor Australia, McDonald's last night aired its first ever branded content music video in commercial airtime, via OMD Fuse Sydney. Fronted by home-grown talent, Johnny Ruffo and featuring the top 10 X Factor contestants, the song titled 'Gettin' Serious' promotes McDonald's range of home-style burgers.
VIEW THE VIDEO
McDonald's continued its successful partnership with The Seven Network
and The X Factor, produced by FremantleMedia Australia, for the third
year running. In 2011 the 'Back by Popular Demand' campaign,
celebrating the return of Macca's favourites the McFeast and Shaker
Fries, picked up bronze in the 'Integrated Media' category at the 2012
Spikes Asia Awards, and was also shortlisted in 'Best use of integrated
media' at Cannes Lions 2012.
The 60 second music video is the culmination of a number of short content pieces featuring Johnny Ruffo as he prepared for the making of the song. Integration was supported via a competition on The X Factor website, which asked fans to vote on their favourite lyrics to be incorporated in to the song.
Branded content specialists, OMD Fuse, manage McDonald's sponsorships and integration and have been the lead agency on McDonald's association with The X Factor for the past three years.
Says Joanne Liddell, Head of OMD Fuse Sydney: "Following the unprecedented success of last years 'Back by Popular Demand' campaign, it was vital we evolved McDonald's established sponsorship of the show with engaging and consumer focused content.
"Like The X Factor show, McDonald's has a broad family appeal and is not afraid to have fun! This is exactly what we've done with Johnny's 'Gettin' Serious' song, it's tongue-in-cheek, high energy with a high production music video that we believe will entertain The X Factor audience."
The 60 second music video is the culmination of a number of short content pieces featuring Johnny Ruffo as he prepared for the making of the song. Integration was supported via a competition on The X Factor website, which asked fans to vote on their favourite lyrics to be incorporated in to the song.
Branded content specialists, OMD Fuse, manage McDonald's sponsorships and integration and have been the lead agency on McDonald's association with The X Factor for the past three years.
Says Joanne Liddell, Head of OMD Fuse Sydney: "Following the unprecedented success of last years 'Back by Popular Demand' campaign, it was vital we evolved McDonald's established sponsorship of the show with engaging and consumer focused content.
"Like The X Factor show, McDonald's has a broad family appeal and is not afraid to have fun! This is exactly what we've done with Johnny's 'Gettin' Serious' song, it's tongue-in-cheek, high energy with a high production music video that we believe will entertain The X Factor audience."
appalling.
A dull song accompanied by a really bland average forgettable music clip.........a wasted opportunity
This is very much like a Droga5 idea to me.
Pushing new boundaries into the content space that is both consumer focused and engaging yet true to the history of the brand, well short history any way given the Spikes wins was only last year.
If this is OMD and not Droga5 then very well done!
This is yet another example why media agencies should not be producing content
Wow. This is not how you do it.
so bad. so so bad.
overly forced branding and Menu lyrics.
Stick to booking Media OMD,
Leave the ideas to the creatives.
This is evidence of that
terrible
This is great work.
This is a parody, right? Or are they serious?
All cynicism aside, this is really fresh advertising. I'm inspired! Let's get excited people! Let's stop hating and start supporting each other and celebrate great creative work!
Peace, love and advertising
JImmy Buffet is the only one who can sing about Cheese Burgers (In Paradise) http://www.youtube.com/watch?v=jBsPZV14I-k
Why all the negativity on this work?
I think it is a very clever extension into a clutter marketplace and the consumer insight is bang on.
I agree with the comment above about it feeling like a Droga5 piece. It feels that fresh!
I jumped the shark 1st OK!
Shit sandwitch
I'm on a boat.
Fun, fresh and well executed show integration. Song gets catchier the more you listen. Love it!
http://www.thevine.com.au/music/news/top-10-signs-of-grim-submission-in-johnny-ruffos-mcdonalds-ad/
What a rip off Johhny! Poor Jordan does it so much better
http://www.youtube.com/watch?v=F3D26ATWNkw
JT, I dont get it, etc --
It's time to get back to your spreadsheets and copy and pasting the same media plan recommending :30 TVCs/posters into your powerpoint presentations.
A torpedo.
I'm on a Mcboat Mutha FuXXer.
To all the haterz who said DDB Sydney just make print for hatchbackz, put this in your pipe and smoke it. NuSkool! Dylan is a geniuz! Watchout non-advertising-based-broadcast-awards. They're the ones you wanna win anyway. Logie Dylan Up Peeps!
You cannot be serious! You cannot be serious! That is priceless! Hilarious!!!! Tomatooooo....get serious! Omg if the target market are that gullible I will eat my hat...sorry burger king. I'm sorry but this so bad..so, so bad it's verging on good. It is that bad in execution...talent...lyrics...well done for making a wonderful postmodernist turd. I doff my cap.
Yeo Valley did it better too.
The intention is there but it has fallen very short. I hate to say it but it feels so 'off-brand' (I'm not a client). It looks to me like someone was admiring the UK Yeo Valley case study and just had to do a music video for the next client opportunity that came along. Media agencies just do not have the thinkers or the rigour in craft to produce decent content. Saying that though, creative agencies need to stop being so defensive and realise that they are just one part of mix, and that creative opportunities are everyone's. It's good for the industry to have media agencies challenge. This time, not successfully though, me thinks.
i love it