McDonald’s celebrates grown-up tastes in its latest Un McDonald’s campaign via DDB Sydney
CB Exclusive: McDonald’s Australia has this week launched the next iteration of their highly successful and very Un McDonald’s Create Your Taste (CYT) campaign, via DDB Sydney.
At the core of the campaign is an emotive online film, set to Meatloaf’s iconic “I’d do anything for love”. The campaign highlights the lengths parents will go to for their children, while reminding them that with McDonald’s CYT – even if just for a moment – they can indulge their grown up side while enjoying time with their children.
The campaign launched nationally on Sunday with the content film, while TV, radio, OOH, digital, CRM, social and PR components will commence late this week and showcase the new CYT ingredient options available, including gourmet crispy chicken, Tasmanian brie and halloumi from Cyprus.
Says Jo Feeney, director of marketing, McDonald’s Australia: “This latest Create Your Taste campaign perfectly celebrates the restaurant that we are – a place where there is something for everyone in the family.
“The insight behind the campaign highlights the role McDonald’s CYT plays for the modern family, where parents are often focused on pleasing the kids to the extent they even start living the lives of their children – from the games they play and the shows they watch to the food they eat. With our CYT offering, we’re able to give mum and dad a way to indulge their grown up side and enjoy gourmet ingredient combinations.”
Says Toby Talbot, CCO, DDB Group Sydney: “It takes a brave client to buy a line like ‘How very un- McDonald’s’, and an even braver one to buy a spot with a big emotional story at its heart. There are some amazing universal truths about fathers and daughters, and this spot really taps into them. Kudos to McDonald’s for believing in the idea and to our director, Noah Marshall, for bringing the story to life.”
Says Noah Marshall, director, The Sweet Shop: “The thing that really got me on this project was the true insight that most parents willingly sacrifice a ton of stuff as they raise their kids. The biggest challenge for me was getting my head into the head of a ‘girl dad’ as I have three boys, but I had plenty of mates to share their stories which made for an amusing research process.”
Says Wilf Sweetland, managing partner, The Sweet Shop Australia: “It was an absolute pleasure to partner with DDB and the team from McDonald’s. This work is the result of unwavering creative support from all involved – particularly the team at Maccas.”
McDonald’s Australia:
Senior Marketing Director – Bronwyn Powell
Marketing Director – Jo Feeney
Senior Brand Manager – Anna Webster
DDB Sydney:
Chief Creative Officer: Toby Talbot
Creative Partner: Steve Jackson
Creative Team: Richard Apps and Jeff Galbraith
Creative Team: Anna Paine and Owen Bryson
Senior Broadcast Producer: Jacqui Gillies
Managing Director: Nicole Taylor
Group Account Director: Lisa Hauptmann
Account Director: Lisa Little-Cain
Chief Strategy Officer: Fran Clayton
Planning Director: Anna Bollinger
Production Company: The Sweet Shop
Director: Noah Marshall
Producer: Tony Whyman
Executive Producer: Edward Pontifex
Managing Partner: Wilf Sweetland
DOP: John Toon
Editor: Tim Mauger / The Butchery
Colourist: Ben Eagleton / BE Colour
Post House: Fin Design
Sound Designer/Engineer: Simon Lister/Nylon
Song and Artist: ‘I’d Do Anything For Love’ Performed by Meatloaf and composed by Jim Steinman.
Music Supervisor: Karl Richter/ Level Two Music
33 Comments
I preferred it when they were promoting domestic violence:
https://www.youtube.com/watch?v=G_-Z_k6H90A
I didn’t time it, but that felt like a 90. Wonder if it will be as good as a 30 or 15. Nice work. As a parent I engaged genuinely with their story…
But I miiiight gettt fat
Terrific idea and nicely executed. Well done to all involved.
Why would McDonalds upload a 360p video?
When are we? The 90s?
That’s right Adam if they only made a 30 or a 15 think of all the money you could have saved the client. You should give them call. Bloody legend…..
Well done guys. Tricky client to get such nice work through
Excellent. Really like it. Well done all involved in getting a 90 across the line.
https://www.youtube.com/watch?v=z6SoqMPhDXQ&nohtml5=False
Beautifully directed Noah.
He would do anything for his daughter but he won’t eat a McDonalds Chicken Nugget. Nice. I can relate to that.
Ripper spot guys. Well done.
Big, brave, insightful.
Well done
Great work DDB Sydney.
Fantastic work. Great job guys 🙂
I love your work guys
Really obvious soundtrack, really well observed vignettes – but overall, that’s pretty much a well done, guys.
Nice one Rich
Old CD Guy likes this.
Be surprised. Be very surprised.
But then, Old CD Guy loves good work. The thing is, it’s just so rare.
This is great – nice insight, lovely execution.
I second the 360p video WTF.
It’s 2016 not 2006.
Horribly bad attention to detail from a brand such as McDonalds. Someone sort it out, it looks like shit.
Really nice spot guys. Well done.
WTF is a 360p video???
Pretty much a copy from a Volkswagen spot in the UK
Fucking great ad
Which Volkswagen ad? You mean the Tiguan ad with the father and daughter growing up? That was about protecting the one you love. This is about drawing the line. Two completely different ideas. But wait…..you’re right. They both have a father and a daughter. Therefore it’s the same idea. Like no one can have an idea ever again featuring a father caring for his daughter as she grows up. Any other rules you want to make up as well? How about ‘dads with beards’. Yep that shit’s been done before too. Good grief.
Saw this as a pre-roll and watched the whole thing. That’s saying something. Felt a bit dirty when the inevitable ad pay-off came in, but still.
This is really good.
Great work indeed Rich!
So—- am I missing something?
That song is the bait for an awesome punchline— but it never came. He would do anything for love, but he won’t eat a mcnugget?
Shooting TVCs in 2:40 widescreen is such a cheap trick. You cannot justify letterboxing half your screen for those locations and that story. Your DOP has done a beautiful job, surely he can compose an image in 16:9? That’s the format we are working in. This widescreen craze is turning into a good old fashioned circle jerk.
Great editing, lovely grade, brilliant casting, perfect song. Very, very well crafted. I’ve re-watched it half a dozen times. It’s great.
The attempted emotional connection is a nice try but done too many times before. Not a heart string pull on this one I’m afraid. Unfortunately as a person who has teenage aged kids, all I can think of is the line in the song “but I won’t do that”, timed just when the Maccas symbol is being displayed, showing the daughter eating a burger. Ergo, I will not go to McDonalds as I am thinking “I will not do that”. (The fact that it is Meatloaf singing the song, and you wonder about the meat being used, is another layer, albeit secondary).