Macca’s speaks ‘strayan’ in newly launched national outdoor campaign via DDB Sydney
This week, McDonald’s (or Macca’s as it’s fondly known Down Under) is celebrating Australia’s iconic colloquialism by changing the spelling of its menu items to match the country’s unique use of the English language.
Across the nation, the posters created by DDB Sydney pay tribute to the Aussie take on classic Macca’s menu items, inviting people to celebrate with a Bakeneg Mugmufn, Lar Tay or a Filadafsh.
DDB Sydney
Chief Creative Officer – Ben Welsh
Executive Creative Director – Tara Ford
Head of Art – Noah Regan
Art Director/Copywriter – Noah Regan
Copywriter – Matt Chandler
Managing Director – Priya Patel
Group Business Director – Lisa Hauptmann
Senior Business Manager – Catherine Cumming
Senior Business Manager – Andrew Inman
Senior Print Producer: John Wood
Senior Finished Artist: Jose Rodrigues
McDonald’s Australia
CMO – Jenni Dill
Director of Marketing – Jo Feeney
Group Brand Manager, Marketing – Amanda Nakad
Brand Manager, Marketing – Nichole Tsiros
Media: OMD
56 Comments
Isn’t this just insulting, never mind not making any sense..
yeahnup
Lazy concept. Been done too many times. I don’t think people will get it. And for those that do, it’s a touch insulting.
Sounds more Kiwi than Aussie to be honest.
Yeah, nah mate – https://www.youtube.com/watch?v=zh1A_26LqEI
Funny, lighthearted campaign. Lovin’ it!
Will put a smile on people’s faces.
Shidowse
I like it. It’s a bit of fun.
We can still have a bit of fun can’t we?
If you get insulted by this you are a carnt
I’m with Aussie Bloke. Bunchacunts. It’s a bewdy. Goodonya.
Bogans will get it, after a while, and feel a sense of self achievement. Since they are McDs prime customers you have to say they’ve probably nailed it. If only by accident.
Fun and simple.
Whadevs
I’m so offended by this!
It hurt more than you could imagine…
We all have an off day; but why PR it?
Simple – yes
Iconic – yes
Recognisable – yes
Attractive – yes
Reinforces brand assets – yes
Talks to brand – yes
Talks to products – yes
This is a remarkable outdoor campaign on strategy alone. Anyone who says otherwise is either too cynical or too jealous to see this objectively.
And no, I don’t work for the agency.
Fun as a piss take but as a campaign? It’s a no from me eddie
Carncha cumup wid somfing fresha?
They nailed this thought with the ‘ Maccas’ name change thing a while back. All this underlines is that bogans eat this shit.
What @sigh said. Exactly that.
Also, check out how most of the negative comments in the thread can’t resist using exactly the same kind of phonetic gags.
It’s kind of like saying ‘this hamburger lacks originality’ with your mouth full of hamburger.
Whatever guys. It’s fun, fast advertising, gets the message across with a smile from half a mile away.
Well I think it’s great and the public will love it
Neither of you women have my experience, skill or ability. You’re both wrong. By a wide margin. This is dull, unimaginative and unrewarding when you ‘get it’. If you want to sound stupid, go to mumbrella. Your dumb asses will fit in perfectly.
Not sure if the above comment is a joke.
Well it’s unique in a way that it was done in another market for a different brand… but other than that…
https://www.adforum.com/creative-work/ad/player/34476190/google-voice-search/google
Seeing that paper thin skin of yours (getting this worked up over anonymous industry opinions), I can tell you that you are not nearly as ‘skilled’ or ‘experienced’ as you think you are.
Two options here mate:
1) Go have a shower, read a book, and have a nice cup of tea to wear off some of that frustrating feedback you keep getting from clients, managers, co-workers… (everyone really – but they’re all wrong and you’re the best, right?).
2) Double down and post proof of ID on Twitter and let the rest of us judge how experienced you are.
Or maybe you can just go back to Mumbrella where you can satisfy your need for a safe space with opinions that agree with you.
So the idea is:
Let’s get America’s most iconic and hated fast food chain to phonetically spell their menu items in ocka Ah-stray-lee-anne on outdoor pieces for Australia Day, in the current climate where Australia Day is being labelled our national day of shame.
Yep, should work a treat.
Give ya selves a cupla soft serve cones and maybe a biscuit or two.
@9:29pm
lol
p.s. my asses aren’t dumb. First of all they’re donkeys, and they prefer the term ‘mute’
This is bang on the money!
Nice work DDB funny funny funny!
This is fucking dumb, silly and great. Well done.
This is a simple idea that will get people talking and sharing.
No, it won’t win a Cannes Lion. But it doesn’t have to.
It’s always reassuring to see just how many people in advertising don’t get advertising.
The campaign connects perfectly with its monosyllabic customers, while admitting that Macca’s food offerings are a bit of a joke. If that was the brief, well done.
Only plebs eat McDonalds. Yuck. If they only knew what was good for them. Just like they shouldn’t be allowed to vote.
You could learn a lot from Copy Desk. Her mute donkeys are both more chill and more talented than you. But please keep posting. You help my self-esteem.
Peeing in your own mouth gets people talking and sharing, just ask Todd Carney.
It’s amazing how many people in advertising don’t get brands.
There are many positive things an iconic American brand could do on Australia Day, this isn’t one of them.
Prolly spent 10mins on it. Pretty good ROI for an agency under the pump from a big, demanding brand/client.
Feelis like I this could have been elevated more with cleverer media buying and famous landmarks.
“You women” why do you presume these commenters (copydesk and sigh) are women? They didn’t say so. Or is it just that if you disagree they must surely be women because you don’t think women can be right / as good as you? Watch it mate, your toxic masculinity is showing and it’s not pretty.
After I’d seen the first I actually wanted to see and read the others.
That’s got to be something right? It’s very rare these days.
So your view is that if a person commenting doesn’t state they are a woman, they are therefore a man. Because you see all creatives as being male, by right. Forget about toxic masculinity, you’ve just revealed your unconscious bias and complete disregard for female creatives.
Um. No. I wouldn’t presume either way. So I certainly wouldn’t refer to them as “you women”. And seeing as I AM a female creative, your assumption about ‘unconscious bias and disregard for female creatives’ is just more ridiculous supposition on your behalf.
Being a woman doesn’t exclude you from having unconscious bias against woman. It just makes it harder to admit.
https://www.youtube.com/watch?v=dMITNLsol3I
And being dickhead doesn’t exclude you from the blog, unfortunately. You really are toxic. Can’t admit you’re wrong can you? You decide two commenters are women then want to defend that decision at all costs. Get a grip and take a good hard look at yourself. There is no bias on my behalf. But there’s a hell of a lot of bullshit from you.
So typical. Lose an argument, refuse to accept your flaws and resort to name calling. Predictable.
Having to have the last word even though you are making zero sense and are dead wrong. Even more predictable. Troll on.
@Bergarh
Sure, be that guy (I’m guessing) that links to a web clip of a similar idea. But you know what? You could form an unbroken conga line of related ideas that includes every idea ever idearised [sic]. You are the guy who, when fire was invented, coughed ‘ah yeah, that was done in Mesopotamia like 300 years ago.’ As we know, everyone loves that guy.
On the other hand, that was a great video you linked to and it reminded me of this one – not in the spirit of ‘got a better one for ya’ but in the spirit of friendship. Not really related, but there’s words in it.
https://www.youtube.com/watch?v=EShUeudtaFg
That was a great post thank you. Very funny.
Unlike @2.35 who won’t accept she has gender bias and simply has to have the last word. You’ll see.
@Copy Desk I’m a gal, so that’s that. And I was merely sharing a funny video in the same vein. Way to balance that chip on your shoulder over the idea…
@Copy Deck I’m a gal, so that’s that. And I was merely sharing a funny video in the same vein. Way to balance that chip on your shoulder over the idea…
A better headline would be ‘McDonald’s targets the illiterate in latest PR debacle.’
How dare you imply toxicity is purely a masculine trait, or that masculinity is by nature toxic. You are a horrible human.
What a surprise and a relief. There’s a brawl, and I’m not at the centre of it.
@Bergarh
I didn’t pick Bergarh as a female name, but there you go. Learn a new thing every day. I think I’d be right in assuming the majority of snarky comments on this blog come from guyz, so I feel ok about my mistake. Sorry to misgender your hyperlink and pseudonym.
You’d be surprised to hear not everyone takes themselves so seriously outside of the easternsuburbs/northernbeaches.
Gender studies students? Commenting on a blog about advertising? In 2019?
Nah…
The problem with ‘creatives’ who scour Cannes archives and rip them off are not just that they’re unoriginal.
It costs the agency money, the time and effort they put into a campaign.
The client pays for something, thinking it’s original and gets the shits when they find out it’s a direct ripoff of something else – done by google, none-the-less.
Frustrating for everyone.
https://www.adforum.com/creative-work/ad/player/34476190/google-voice-search/google