McDonald’s chicken is too good to keep to yourself in latest campaign via DDB Sydney
Macca’s has launched an exciting new menu of 100% Australian chicken in a new campaign via DDB Sydney.
Following a tease campaign running earlier this week, Macca’s is supporting the launch with a hero TVC telling the emotive story of a familiar family moment; moving out.
The 60-second ad, set to Natalie Nicoles’ moving cover of You Get What You Give, introduces a young man who’s just moved out of home for the first time. Tired and hungry from a long day of unpacking, he orders from Macca’s new 100% Aussie chicken menu. We expect he ordered it for himself, but instead, the food is delivered to his parents’ house – a sweet parting gift to let them know he’s thinking of them.
The campaign celebrates special moments of sharing proving that Macca’s chicken is too good to keep to yourself, and promoting the 100% Aussie chicken menu, including the McSpicy, Parmi Burger, McPieces and Chicken Salt Shaker Fries.
It is supported with a bespoke outdoor campaign along with radio, digital, print and social, including a bespoke Snapchat filter.
Says Jo Feeney, director of marketing, McDonald’s Australia: “We know that when people discover something new that they love, they want to talk about it and encourage family and friends to try it too. Our new campaign taps into this human insight to share a story of family connection through Macca’s new chicken menu. We’re proud of the unique relationship we have with Australians and will continue to highlight these moments as part of our wider brand positioning.”
Says Tara Ford, chief creative officer, DDB Sydney: “There are times when Aussies naturally turn to Macca’s – moving day being one of them. The story at the heart of this campaign showcases the small and simple gesture of sharing, which seems particularly fitting for the times.”
Macca’s new chicken menu is available after 10:30am at McDonald’s restaurants nationwide from Wednesday, 14th October.
McDonald’s Australia:
Marketing Director: Jo Feeney
National Marketing Manager: Tim Kenward
Brand Manager, National Marketing: Jason Khoury
Agency: DDB Sydney
Chief Creative Officer – DDB Australia: Ben Welsh
Chief Creative Officer – DDB Sydney: Tara Ford
Creative Partner: David Joubert
Senior Art Director: Dane van Veen
Senior Copywriter: Kate Allan
Head of Integrated Content: Renata Barbosa
Lead Senior Producer: Tania Jeram
Managing Director: Priya Patel
Managing Partner: Lisa Hauptmann
Group Business Director: Astrid Noble
Business Director: Nicole Drabsch
Chief Strategy Officer: Fran Clayton
Planning Partner: Joseph Smeaton
Production Company: Scoundrel
Director: Luke Shanahan
Executive Producer: Adrian Shapiro
Producer: Morgan Benson-Taylor
Production Designer: Aaron Crothers
DOP: Zoe White
Editor: Stuart Morley, The Editors Sydney
Grade: Fergus Rotherham
Online: Stu Cadzow, The Editors Sydney
Sound Engineer: Abigail Sie and Myles Lowe, Song Zu
Casting: i4 Casting
Music Licensor: Level Two Music, Melbourne
Media: OMD
24 Comments
At least you can’t say they’re just representing everyday Aussies on screen.
New Chicken Menu….MMM
Same chicken burgers in new packaging with a different sauce that are often served cold and soggy . So misleading and sold through stores that are very dirty and worn out.
I thought the sh*tty ice cream add they made with forced sentiment. But this add is hands down the worst add I have ever. ever. ever seen.
Laughable. And that song. Everything about it is bad.
I just don’t understand how this is a truth about chicken specifically. Why couldn’t this ad be for any food? Or any product. The twist in the film however is nice.
Chicken shit and that music!
singer sounds like shes got a mouthful of nuggets, honestly this ‘we license it and regurgitate feeble interpretation’ thing is becoming a factory line of the expected.
Not the chicken. Sadly, the song.
It’s not bad. Quite a nice sentiment.
The stills/ads make me think of Pulp Fiction
You’re tripping. Back off on the meds.
Gorgeous tone. Beautiful touch. Well done Lukey.
Can you all PLEASE stop doing terrible cover songs of big tracks as the solution to what seems just about every ad in Australia for what, like the past few years now? Get your clients to buy better music or hire a great composer, there are many fine ones in the world. They don’t even have to be in Sydney! I’m asking genuinely because it’s just painful to sit through this stuff. There’s some Holden or Ford thing on telly at the moment with some guy singing another cover out of tune, it’s excruciating. The list goes on, so if it could all just stop as soon as possible, that’d be amazing. Thanks.
You’re joking right. Pulp Fiction?
I love em. Tough crowd here. Not many spots look as beautiful as this on my TV each night. Great casting. Nice work shanahan.
And well crafted.
Shit creative though.
Yeah, Pulp Fiction.
With the suitcase.
It’s a reference from some much older film
You should watch it, then come back to me yeah
The closest thing to the ‘classic’ rebellious DDB advertising in Australia recently was DDB Melbourne under Baggers, Dazza, Robbie etc. For the past few years Sydney has been incredibly bland in terms of groundbreaking ideas, but very effective at finding incredibly expensive lipstick. Either way, it’s a win for production companies at a loss for general intelligence.
Really well made ad. Director has made a fairly simple delivery beat on paper into something that is emotive. Will cut through and work its arse off to the audience its supposed to. Mums who remember the original track too. Looks slick as.
Like it a lot. Spot on brand. Gorgeous visually and very nicely executed.
Nailed it. Creative by research. NO GOOD
The Pulp Fiction comment is pulp fiction.
Do Macca’s usually make their employees work in the dark? But seriously, the 10 seconds of gratuitous branding and food prep really took any emotion out of this one for me. The reason these type of ads work for Westpac is because they don’t have a bank teller approving someone’s loan a few seconds in.
Well at least they saved a fortune on lighting. A very modern take on Earth Hour for 3020.
Stop fucking up great songs.
A lot of people in here throwing tantrums because of the cost of these big brand spots – it’s usually the client and media agency who insist on doing these.