Ad of the Day – February 14 (Toronto)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Cossette
  • Location: Toronto
  • Client: McDonald’s
  • Name: “Flashback”

Why I like it: I just loved every teensy bit of this ad! Fom the casting, to the acting, to the stories, to the setting, to the subtle showcasing of the product, to the great nostalgic soundtrack. Just a real gem that totally surprised me and stayed with me. A few things are also at play which I find very interesting: a) Some brands are truly woven into the fabric of our lives, both from a cultural and historical standpoint, yet this can often be taken for granted. So when a brand makes a bold statement and shows that “they are us”, it can really resonate. A recent example of course is the Budweiser “Eternal Optimism” ad from the Superbowl. b) Some industries take a constant PR beating, fast food being on of the main victims. But instead of hunkering down and retreating in shame, McDonald’s is turning it around on us, as if saying “you know what? You love us. Deep inside you really love us”. And it’s true. We do. c) This ad would probably be completely void of impact to anyone under 30, because they just don’t have the life perspective to appreciate it. But it resonates heavily with people my age, who are looking at “old” down the road, but yet still very much remember and feel “young”. It’s interesting for McDonald’s to aim a little higher in their targeting than normal, and I totally loved them for it. A really inspired piece by Canadian agency Cossette (that’s 2 Canada related Ads of the Day this week so far! Can they keep up the streak?)

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