Macca’s celebrates friends, family and food in new ‘Together & Lovin’ It’ work via DDB Sydney
McDonald’s and DDB Sydney have debuted a new creative platform, ‘Together & Lovin’ It’, to kick off a Summer of great Aussie combinations: family, friends, and flavours.
The platform spotlights that when things are combined in just the right way, great things can happen. Especially during a Summer in which Aussies will be Together & Lovin It.
In the lead up to launch, the platform was teased by showcasing great Aussie combinations and asking people who they are going to spend their Summer with through print, social, OOH, TV, and in-stadium executions.
The official launch has now been led by a hero TVC celebrating the magic of a road trip to bring people together.
The 60” spot features cars packed with family and friends, a man changing a muddy tyre for a vehicle with the numberplate NU663T, and one duo on an electric scooter, all set to the most epic sing-a-long of all: Bon Jovi’s ‘Livin’ on a Prayer’. And of course, it wouldn’t be a Summer road trip without a stop (or more) at Macca’s.
The thought of ‘Together & Lovin’ It’ has been extended through multiple activations including billboards at Sydney airport to welcome people back home, a social content series to bring the beauty of a road trip to life, and much more.
Altogether, the fully-integrated campaign – the brand’s biggest Summer campaign ever – stretches across TV, print, OOH, radio, digital, PR and social.
Says Tim Kenward, marketing director, McDonald’s: “Macca’s is an iconic part of Aussie summer. In addition to bringing together the perfect combination of ingredients to make our iconic products, Macca’s is also known for bringing people together to create meaningful memories.
“After a year of constant change, ‘Together & lovin’ it’ is a timely reminder of the joy and happiness that comes with being together with friends, family and those we love.”
Says Matt Chandler, executive creative director, DDB Sydney: “This is the Summer of being reunited, of roads packed with people off to see loved ones, or going on holidays. And a road trip just isn’t the same without a trip to Macca’s. This campaign is all about capturing the thrill of being together and lovin’ it. Because as a wise man once said, ‘We’ve got each other and that’s a lot.’”
From now until the end of Summer, Macca’s is ensuring people are ‘Together & Lovin’ It’ through a range of iconic brand partnerships, collaborations, promotions, and new menu items, including the recently announced Tim Tam McFlurry, Chicken Big Mac, Big Mac Bacon, Onion Rings, and BBQ Sauce, with more to come.
The campaign also features media sponsorships, including bespoke sing-a-long movies with Moonlight Cinema, and Macca’s Summer of Spin with Warney and Vaughny (cricketers Shane Warne and Michael Vaughan).
The first work as part of the new platform caps off DDB’s 50th year of partnership with McDonald’s locally. The brand celebrated its 50th Australian birthday in July with a campaign thanking customers and crew members alike.
Client: McDonald’s Australia
Chief Marketing Officer: Chris Brown
Marketing Director: Tim Kenward
Senior Brand Manager: Liz Whitbread
Brand Manager: Chloe Brannagan
Creative, digital and PR agencies: DDB Group Sydney – DDB Sydney, Tribal Australia, and Mango Communications
Media agency: OMD
Production company: Scoundrel
Director: Tim Bullock
Producer: Morgan Benson-Taylor
Executive Producer: Adrian Shapiro
DOP: Shelley Farthing- Dawe
Production Designer: Miles Pitt
Post-Production: Adam Wills
Editor: Adam Wills
Colourist: Fergus Rotherham
Flame: Soren Dyne
Sound: Sonar
Executive Producer: Sophie Haydon
Sound Design: Timothy Bridge
35 Comments
Isn’t that the mullet guy from the Rollin’ commercial….?
I know it’s just Maccas, but this execution is pretty dull.
Awesome track. But I don’t get it.
Funny
The print ad makes sense and is good. The commercial is wasted on a good idea of things that go well together.
Very forgettable ad.
Maccas + Summer is a tricky brief. I’m grateful for no awful VO or poorly written chat. The product is woven into it well and the track carries it pretty far. Slick. Funny. Hard working. Well done.
You’re kidding right? Car karaoke…. that’s it that’s the idea?
Hard working? I’d rather drink lead paint.
Great song ruined by an idea that I don’t get.
And I almost forgot, its so badly overacted.
Sorry big miss for me.
Who approved this crap. It makes no sense at all.
Caught this on Friday night with some non-advertising mates. They dug it. Though not as much as they loved the Super Cheap Auto 1000 Bathursts spot.
Good performances?
that every agency does a singing ad in 2021?
Every frame of this is cringe
Simple enuff, like it, also noticed it’s the same mullet guy as rollin commercial
A song (no matter how big) is not an idea.
Nicely capturing the moments before the Macca’s bag is turfed out the car window.
“Maccas + Summer is a tricky brief.”
You kidding me? That’s like an Award School brief.
Rubbish.
and they now pay award wages too….12 bux an hour… yay maccas, so great… devil corporation
its fun as hell, nice simple idea, good one maccas team
Either the clients are commenting, or our industry standards have dropped a lot
shouldn’t this be an ad for a radio station? Not that I want to see that.
The Maccas stop on a road trip is key to a good holiday. This will get their audience smiling, which seems to be the point of the ad. Some of the people commenting take themselves, and the work WAY too seriously.
Some of us still care about creative output.
https://campaignbrief.com/subaru-celebrates-decades-of-love-and-adventure-in-new-subaru-outback-campaign-via-the-works/
Im lovin it… not.
Wayne’s World ‘Bohemian Rapsody’ rip-off 30 years after the event.
Does this take the wooden spoon for worst xmas ad? I’m curious.
Cringe on a whole new corporate level.
This is exactly the same idea as the Subaru ad. Does anybody at DDB check this blog before submitting their scripts?
Here’s a heads-up for 6 months from now, dancing til-tok style ads have been done to death.
What a ludicrously obvious choice of music.
Why no creative names? Everyone else seems to have been mentioned.
I don’t get it. Why spend money on this crap when the stores need upgrading badly. Walking into a McDonald’s store feels dirty and old.
We are one step away from all tvc’s becoming glorified TikTok singalong routines.
What a stinker.
Saw this on gruen… the panel unanimously loved it.
It’s fun and on brand.
I agree.
This is f*$#king terrible!