What could be inside that glowing Macca’s box?
DDB Sydney’s tease was finally revealed on October 14, as promised. It’s a whole new chicken menu and DDB has launched it with one of the McDonald’s most emotive and unexpected family stories yet. (Given that there have been dozens of these throughout the world, that is quite a feat.)
The 60-second spot, 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 chicken menu.
Don’t think you know what happens next:
The campaign is supported with an outdoor campaign plus radio, digital, print and social, including a Snapchat filter.
McDonald’s Australia director of marketing, Jo Feeney, commented, “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.”
DDB Sydney chief creative officer, Tara Ford, added, “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.”
Client: McDonald’s Australia
Creative Agency: DDB Sydney
Production Company: Scoundrel
Media Agency: OMD