McDonald’s is reminding people how it has been there in the background of many monumental life moments in a new campaign celebrating the fast food brand’s 40th anniversary in the UK.
Launching this weekend during the X Factor, the Leo Burnett creative looks back at moments where McDonald’s played a part.
Four 30 second ads – ‘‘The Just Passed Your Test Drive-Thru’, ‘The Camping Trip SOS’, ‘The Nervous First Date’ and ‘The Just Moved In Reward’ – will air from this week with two additional executions - ‘The Bubbles Is Now In Heaven Chat’ and ‘The After Movie Natter’ – to follow.
The moments featured in the campaign are meant to be ‘timeless’ and ones that the audience can all ‘relate to and reminisce about, regardless of age’. Iconic music tracks from the 70s, the decade when McDonald’s arrived in the UK, complement each commercial.
A supporting national outdoor campaign, comprising of eight executions, will also serve to remind people how the chain has been in the background of a myriad of moments throughout their lives.
Andy Drugan and Ed Morris wrote and art directed the TV creative, with Pete Riski at Rattling Stick directing. Creative directors on the account were Adam Tucker, Matt Lee and Peter Heyes. Drugan and Morris also created the OOH ads with Lance Crozier; Emma Hardy shot the campaign with Tucker also acting as creative director on the outdoor activity. ECD for both TV and OOH was Justin Tindall.
Yesterday McDonald’s specially created anniversary website, designed by Razorfish, that includes Google speech recognition API was unveiled.