Ad of the Day – January 17 (New York)

Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day! (note: I’m finding a lot of good stuff from the US, so today and tomorrow we’re going to bend our rule)

Today’s pick:

  • Agency: Arnold Worldwide
  • Location: New York, US
  • Client: McDonald’s
  • Name: “The Egg McMuffin of…”

Why I like it: Wow, this is really the Egg McMuffin of fast food ads. You take the brand/product and with some clever writing you…amplify its meaning, seamlessly inserting it into running pop culture vocabulary. And likely creating tremendous brand recall during the ad. Nobody is going to confuse this for another brand. This is all so hard to do I’d go as far as to call it a “happy accident”. Sort of like the “wassup” campaign for Bud, it starts off as a perhaps-good-but-definitely-quirky idea, and then…it takes a life of its own. Usually with ads I can explain why I like them but this type of ad is so subtle and so hard to do, that I can’t even speculate on the process behind its creation. I read once in a fictional book about a copywriter that had retired after coming up with the line “Chivas Regal. The Chivas of whiskies”. This is sort of the same. I bet you only get one or two of those in your career, if you’re lucky! Well played, Arnold!