The Drum Awards Festival - Agency Business

-d -h -min -sec


By Audrey Kemp | Junior reporter

July 11, 2023 | 2 min read

Sparks fly between French warehouse workers when they take a bite out of the fast food giant’s new fried chicken sandwich.

French consumers, say bonjour to the McCrispy – a new fried chicken sandwich now available at McDonald’s France (or McDo as the locals call it).

According to FoodBeast reports, the ad marks McCrispy’s debut in France. The sandwich, made with breaded chicken, honey and mustard sauce on a potato bun, launched as the Crispy Chicken Sandwich in 2021 across various global markets. It rebranded to the more catchy ‘McCrispy’ name in August of 2022, following several star-studded ad campaigns – including one in the UK featuring TV presenter Maya Jama.

To celebrate its arrival, the chain today unveiled a new ad campaign from TBWA\Paris.

The French ad is set to a cover of Kim Wilde’s Kids in America. It opens with two young people working a mundane warehouse job. Suddenly, a mysterious McDonald’s bag containing two McCrispy sandwiches appears on the conveyer belt before them. When the employees take their first bite, roller skates and confetti fly out from the boxes surrounding them, sending them on a flirtatious race through the aisles, each bite setting off another surprise.

The ad is directed by the award-winning Fredrik Bond, who has previously directed spots for Adidas, Levi’s, New Balance, Stella Artois, Gatorade and Heineken, among others.

For more, sign up for The Drum’s daily newsletters here.

Creative Brand Strategy Creative Works

More from Creative

View all