The world of creativity abounds with pretension, so perhaps Cossette’s campaign for McDonald’s Canada is an in-joke. It’s a great one, nonetheless.

The agency is promoting the return of McDonald’s Canada’s Big Mac x Bacon Limited Edition Collaboration with a vast series of “arty” black & white commercials in which pretentious cultural experts go on (rather) about combining a Big Mac and bacon.

“We took inspiration from how a fashion company might launch an exclusive collection,” stated McDonald’s Canada chief marketing officer Antoinette Benoit.

…or how an art dealer might launch an exhibition. Or a theatrical production company might launch a show.

The main spots launched during the Canadian telecast of the Super Bowl following a teaser campaign of unbranded BMxB videos, avant-garde posters featuring stylish young models, shot in black-and-white next to the BMxB logo and the date 01.30.18, and a teaser video on air during the Grammy Awards, which intrigued with the cryptic message, “It’s the combination of two greats. Two powerhouses.” 

Credits:

Agency: Cossette
Chief Creative Officers: Carlos Moreno  & Peter Ignazi
Group Creative Director: Simon Clancy
Creative Directors: Ed Morris, Troy McGuinness & Patrick Michaud
Art Director: Spencer Dingle
Copywriters: Jordan Hamer & Ben Duquette
Designers: Oleg Portnoy & Eric Wood
Agency Producers: Barb Gibson & Marie-Pier Poulin
Strategists: Youri Hollier, Jon Crowley & Scott McKay
Account Management: Yvonne Li, Michaela Crompton, Asmait Hailu, Lindsay Mertiri, Serene Gaspar & Kathy McGuire

Production Company: FRANK Content
Director: Craig Brownrigg
Line Producer: Marie Robertson
Executive Producer: Danielle Kappy
Director of Photography: Stuart Campbell
Colour & online: Alter Ego
Offline Edit: Married to Giants
Audio: Berkeley Inc.
PR Agency: Weber Shandwick