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McDonald’s taps into timeless family moments in new campaign

McDonald’s is challenging the connected, always-on aspects of modern life with a nostalgic campaign in New Zealand.

The ‘Timeless’ campaign taps into the insight that families want to spend more quality time together to create an intergenerational story.

The ad features a grandfather trying to compete with phones and technology in a bid to spend time with his grandchildren. We see him cut the electricity and take the kids on a series of adventures which culminates in a McDonald’s meal.

The campaign aims to celebrate the timeless moments that families can experience together. It coincides with the brand’s 50th anniversary which has seen celebratory campaigns launch in the UK and Spain.

The campaign includes TV, cinema and in-store activity. It was created by DDB and directed by Matt Devine.

Jo Mitchell, director of marketing, McDonald’s said the campaign aimed to build on previous brand work to reinforce the emotional connection it has with New Zealanders.

“It’s a spot built around a real and timely human truth that we are sure will be familiar to most. It comes at a crucial time when our competitors are fighting in the pits with price, and brand love is more important than ever.

“This spot also demonstrates the continued passion and understanding DDB have for our brand. Great work comes from great teamwork, and ‘Timeless’ is yet another demonstration of this.”

Shane Bradnick, executive creative director, DDB, said, “At times technology makes us feel more connected to the world, but not to the people closest to us, our family.

“This spot simply reminds us that there’s more out there to experience with the ones we love, using the special bond between grandparents and grandchildren.”

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