Winter is better together: McDonald’s Australia launches new brand campaign via DDB Sydney
Macca’s has today launched a new campaign via DDB Sydney, that takes a fresh look at Aussie’s relationship with winter and the joy of spending time together.
Winter can get a bad rap, but Macca’s has chosen to celebrate it as time to enjoy delicious food and moments with friends and family.
Beginning with a 30” TVC running nationally, the campaign spans TV, cinema, digital, social, OOH, radio, influencer marketing and AFL and NRL sponsorship, and is integrated in-store with a new winter menu for friends and families to enjoy together.
The 30” spot, directed by Revolver’s Gary Freedman, observes the similarities between penguin colonies and groups of Aussies huddling together in winter, enjoying a Macca’s meal.
Says Tim Kenward, marketing director, McDonald’s: “Our new brand campaign celebrates all the different ways people come together with Macca’s in winter.
“It’s a season of spending time with family, friends and loved ones, whether it be McDelivery on the couch, coffee dates with friends or catch ups over footy. As the top destination for value, convenience, and great quality food, Macca’s plays a key role in making everyday moments special for our customers.
“It’s a wonderful time of year and we want to celebrate everything that is winter through this campaign.”
Says Jack Nunn, creative director, DDB Sydney: “Any season that embraces a bit of Macca’s on the couch with mates is pretty good in my books. The team did a lovely job bringing this all to life.”
The campaign will run until 13th Sept and is the latest work following on from the ‘Together & lovin’ it’ platform created in summer 21/22, highlighting Macca’s ability to bring amazing flavours, ingredients, experiences and people together.
Client – McDonald’s Australia
Creative Agency – DDB Sydney
Media – OMD
PR, Influencer marketing – Mango
Production – Revolver
Director – Gary Freedman
Post Production – The Editors
Sound – Sonar Music
31 Comments
Looks like they just re-cut their coles work.
Nice work DDB, nice spot. Look nothing like Coles @snooze
This is so cosy and lovely. A bloody awesome spot.
Yep, honest insight and truth around people in winter, well played guys.
Love the craft. Just a shame about the end-line. “Better together” has been the prop on almost every brief since forever.
I like this, even with dodgy looking hash brown coming out of the bag.
Simple, solid spot
DDBoooooring.
go take a dump, it’s old and trashy work.
Ad people are funny. An industry all about creativity and new ideas, yet when DDB serves up the overdone Attenborough parody people say “bloody awesome spot.
I’m pretty sure this is a Werner Herzog reference – not David. Nice try.
if it’s werner herzog it misses the mark even more. werner herzog doesn’t do say-it see-it narration. he is self-aware and irreverent in his quest for ‘the deeper truth’.
this is lukewarm dribble.
Whether it’s Herzog or David it’s still a montage of semi nice stock images thrown together. Change the VO and supers and it could be for any brand, written by any agency, directed by anyone, shot by anyone, for any time in the last 20 years. Let’s be real.
so the difference is a German accent? Well done.
I’m pretty sure the only people calling this ‘bloody awesome’ are the clients. It’s montage rubbish. Beach scene. Kids sport. Middle-aged cyclists. Some zoomers. Slap a generic tag line on it. Done.
Don’t you get it? We’re creative, in the exact same way as everyone else.
That’s it?
Not all ads have to change the world. Felt nice to me. Getting Gary Freedman to shoot it, now that’s a whole other level.
I like it. Good ad for a real client. Also, March of the Penguins was directed by Luc Jacquet ya dweebs.
But why bother get Gary to shoot it?
Just costs more. Most likely same outcome as getting some random off the street to shoot it.
Good ads are supposed to make you feel something and in this cold, rainy, shitty weather, this did for me.
I liked it great for Maccas
Its good…
It’s not just on this post, it’s across the board on CB. It blows my mind that people who work in ads could be so dismissive of what is an essential component of time-condensed storytelling – or you know, ADS. Fair enough if it’s just a bland mish mash of generic shots with no idea, but this (and most other campaigns that commenters trash as EWWW MONTAGE) are an elegantly strung together sequence of short scenes that all hit their own notes and work together to evoke a bigger feeling. And as far as ‘stock shots’?? Blimey don’t even get me started, you’re just embarrassing yourselves with your lack of understanding of craft. (And no, I’m not a client or form the agency, I’m an unrelated director who is just sick of bitter commenters throwing out knee-jerk critiques and hating everything for no reason).
Craft?
If you’ve ever made a montage vs a narrative or conceptual idea, any director worth their salt will know that a montage is fun to make but a hilariously easy trip to the bank of multi day shoots. Sure some people do them better than others and yes it takes some skill but really? Sure there’s great examples in film and possibly some 90’s – early 2000’s ads where it’s pushed, but in todays ads it’s usually a generic scene with a few 3sec generic shots strung together with music and VO. If you think that takes really difficult craft and brainwork then you aren’t a director. Also, what year are you living in? Its 2022, who do you think can be bothered or cares to sit and watch a heartfelt well crafted montage of pretty shots that hit a note?? People switch off or change the channel or skip it. It’s not a musical of emotional real notes! Guess what, it’s all fake, researched and yes seen a million times before. Audiences don’t care.
There’s nothing wrong with this ad technically, but I think people are saying who cares and who will watch it and why was money spent on this.
Couldn’t agree more. The anti-montage knee jerk reaction is mindless groupthink. Some ads call for them. And not all montages are lazy. This isn’t. This is carefully considered and very good.
Montages are the result of lazy clients not lazy creatives. It’s usually the only solution when you’re forced to show every single customer segment in an ad.
If I don’t see myself in an ad with at least 50 other multiculturally and sexually diverse people, there’s absolutely no way I’m going to buy that product.
Hahaha
this is cute as!
Saw this tonight and literally cheered at the screen. Love the representation. Well done to both client and agency for getting diversity into the world.