Ad of the Day – September 18 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Leo Burnett
  • Location: London
  • Client: McDonald’s
  • Name: 40th Anniversary: Just-passed-test drive thru
  • Category: Film
  • Why I like it: The CCO at my previous agency says that the right music can give you up to 80% of the effect in a film. This lovely 30 second film manages to combine slapstick humor, sweet nostalgia, budding romance, and a sense that McDonald’s is a brand that is woven into the fabric of our lives. All in 30 energetic, meaningful seconds. Now turn off the volume and view the ad again. What a difference: the film becomes a nicely shot slice-of-life vignette, and not much more. Music can be such a shortcut to the heart, bypassing every rational filter along the way. Messages that wield this tool with flair have a huge head start.
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4 thoughts on “Ad of the Day – September 18 (London)

  1. “Boys back to the town” first time I heard this song was actually in the trailer of Toy Story 1. I think it’s safe to say that the music is actually the sparking point of this ad, I think I was only 7 at that time. Contrast to the on for the FIFA15, this one do have some kind of “waves” on the story, but everything just looks so NORMAL, which I think it is exactly what McDonnald’s and Leo Bernett want to deliver (What else can be even more normal than McDonnald’s?). “In 40 years, McDonnald’ss was, is, and always in your daily life. If you have something that memorable as the one in the ad, please share your story on 40together.com to create some buzz.”

    I went to the website, and all the memories on there are exactly as normal as the one in the ad. I think the creators of this campaign perfectly combined the brand character of McDonnald’s and the content of the campaign. Life is like a cup of water, McDonald’s just put a little sugar in it, not so impressive, but touching enough.

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