Creativity

McDonald's pays tribute to people who say no to change in latest campaign

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By Taruka Srivastav | Reporter

January 20, 2018 | 3 min read

McDonald's Belgium, in its latest campaign, is paying tribute to the people who are ‘unchangers’ to celebrate 50 years of its Big Mac.

McDonald's pays tribute to people who say no to change in latest campaign

McDonald's pays tribute to people who say no to change in latest campaign

The spot, called 'the Unchangers', was conceptualized by TBWA Brussels’ and begins with a group of surfers running towards the water on the beach and a background voice over that says "We are the unchangers. We like it how it is."

The camera then moves on to another man sitting on a chair on the same beach and just watches the surfers go. He is lazy to even get up and just lifts his legs up to let the wave pass the chair. It then showcases a number of people saying no to the change.

The ad concludes with the voice emphasizing on how the recipe of Big Mac like the unchangers has remained unchanged for 50 years. The spot is directed by Cannes Lions-winning director Jeroen Mol and will run across social media.

McDonalds: the Unchangers by TBWA

By McDonalds

Overall Rating 4/5

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