McDonald’s launches new ad campaign for Big Mac and Quarter Pounder via DDB Sydney
CB Exclusive – DDB Sydney has recently launched a new campaign targeting young men for McDonald’s core menu items, the Big Mac and Quarter Pounder which includes TV, print, radio and online.
The Quarter Pounder work encourages young men to enjoy the beefy cheesy burger with the premise of You’ll look like more of a man with a Quarter Pounder in your hand. The Big Mac work celebrates the world’s most iconic burger, with the idea – Big Mac. Here’s to the classics.
Says Adam Rose, DDB’s creative director for McDonald’s: “We’re really excited about the new campaign. It’s been a great opportunity for us to have some fun with Macca’s core products, and do something really different for the brand.”
Narrated by John O’Hurley (Seinfeld’s ‘Mr Peterman’), the campaign launched on Monday 26th September.
Agency: DDB Sydney
Executive Creative Director: Matt Eastwood
Creative Director: Adam Rose
Digital Creative Director: Matt Grogan
Creative Team: Adam Rose, Matthew Knapp, John Downing and Ian Broekhuizen
Business Management: Kenny Hill, Sarah Trickey, Alexandra Gordon, Peitra Withaar
Strategic Planner: Russ Mitchinson
TV Producer: Victoria Bennett
Digital Producer: Sarah Hetherington
Production House: The Sweet Shop
Director: Peter Martin
Editor: Adam Parker
Sound: Song Zu
32 Comments
I’ve seen this on air and I’m a bit confused as to why they are doing the old style 40’s voice over and washed out old ad look. Maccas have always been quite contemporary in their spots and reasonably relevant. I just don’t get the whole dated look/approach thing. Can anyone explain what the strategy behind this campaign is? I’m asking seriously, not being a smartass…
Perhaps they’ve decided it’s time to get back to basics for the classic and traditional items on the menu. After all, Maccas was getting a bit worthy wasn’t it (product and promotion)? It’s shit food that tastes great and makes you fat. No more so than the big mac and 1/4 pounder. Real men know that and accept it. So why not have some fun with those old school favourites. It’s funny. A bit like a beer ad.
Nice one, John.
HUUUUUAAAAARRRRHHHH!
Anton, props for being John’s biggest fan, but I think you’ll find that he had a little help form a big team of extremely talented creatives.
And it just seems a little juvenile mate, if you catch my drift.
its what you would hope to be able to deliver on a Big Mac brief….no more.
Very disappointing work….given the heritage of great work over the years, this is a dull offering.
Thanks 11:44 makes sense I guess. Most of the figure watching calorie counters probably wouldn’t eat there anyway.
Cheers.
sauce build looks cg. appetite appeal not. Isn’t the line a bit Old Spice too? The Man Your Man…” Man man man man man.
Seen the 1/4 Pounder spot on TV and thought it was a US ad.
Its actually pretty funny.
Didn’t Carlton Sterling or someone do the one-handed thing a while back?
Great work. It’s well written, well executed and love J Peterman as VO.
I wish I’d thought of using J. Peterman as a VO for something. The best VO choice since Martin Sheen (for the Bridgestone aircraft carrier ad).
maccas is mediocre. wrigley’s, less than average. poor TV coming from DDB.
O’Doyle Rules! for
Good stuff
I agree with “angry jealous creative guy”. In fact is that me?
J.Peterman – awesome choice for the VO. Great job kids.
Rosey, Downing, Knapp – you guys are evil. The ‘romance’ girl looks about 14.
You are evil indeed boys.
We know exactly what you mean by ‘Quarter Pounder in your hand’
The kids will love this one!
I liked the quarter pounder spot when I saw it on TV.
Seeing the macca’s spot – not as strong to me. But what the fuck would I know. I’m just an anonymous dude on a blog who hasn’t done anything great lately.
Junior client: Love the concept. LOVE it. Just one thing….the ‘more of a man commercial’ needs to appeal to women, too. How about just tweaking the endline slightly to “You’ll look like more of a person with a Quarter Pounder in your hand.”
Well done for defending against the inevitable, guys.
Funny – nice work.
I don’t think you need to work too hard to convince even a junior client of the target market profile for Big Mac and Quarter Pounder. You must have some seriously bad clients, 7.03. (or a planner that needs to find another profession)
I used to work at Maccas when I was a student.
I remember that a Big Mac needed its own, huge polystyrene box.
Now it’s just the size of an old cheeseburger.
They always were fuckers.
McDonald’s giving me serious man cred? Nope.
Stylistically blatant rip off of overseas work? Yep.
I don’t get why they’re PRing the work now, it’s feels like it’s been on air for a year…. Actually probably just been on since Sunday with the amount of dosh Macca’s spend. Kuntz.
Very different for McDonalds. But somehow very McDonalds. I like it. Quarter Pounder more so than Big Mac. But I like. Funny.
I Dig it!
Wouldn’t call it particularly original, but it is well executed and I am sure the target market will love it.
All you have to do to get John O Hurley is ring and book him. He was a voice over guy for years before he got the Seinfeld gig and he still is.
What’s with the retro type at the end? I guess they had to find something for the art director to do.
DDB please change the execution style of your ads – they all look the same.
Great advice Pete but they all look the same because they’re a campaign.
I think Pete is referring to all the ads coming out from ddb that look the same 9.49