In 2008 in Egypt, McDonald’s released this ad featuring Meatloaf’s hit, I’d do anything for love. The ad aimed to place McDonald’s on a higher tier by making its protagonist do anything for love except share his French fries.

DDB Sydney has reworked the idea into an online film for the 21^st century and The Sweet Shop director, Noah Marshall, has enhanced the new story with a power-pack of Maccas-style emotion.

The agency has placed it inside its Create Your Taste campaign.

The campaign highlights the lengths parents will go to for their children, taking the opportunity to also remind them that with McDonald’s Create Your Taste they don’t have to sacrifice their grown up side while enjoying time with their children.

Sweet Shop director, Noah Marshall, noted, “The thing that really got me on this project was the true insight that most parents willingly sacrifice a ton of stuff as they raise their kids. The biggest challenge for me was getting my head into the head of a ‘girl dad’ as I have three boys, but I had plenty of mates to share their stories which made for an amusing research process.”

Toby Talbot, chief creative officer, DDB Group Sydney, added, “It takes a brave client to buy a line like How very un- McDonald’s, and an even braver one to buy a spot with a big emotional story at its heart. There are some amazing universal truths about fathers and daughters, and this spot really taps into them. Kudos to McDonald’s for believing in the idea and to our director, Noah Marshall, for bringing the story to life.”

The campaign launched nationally on Sunday with the content film. TV, radio, OOH, digital, CRM, social and PR components will commence late this week, highlighting a range of new Create Your Taste ingredient options.

Wilf Sweetland, managing partner, The Sweet Shop Australia, commented, “It was an absolute pleasure to partner with DDB and the team from McDonald’s. This work is the result of unwavering creative support from all involved – particularly the team at Maccas.”

Credits:

Creative agency: DDB Sydney
Chief creative officer: Toby Talbot
Creative partner: Steve Jackson
Creative team: Richard Apps & Jeff Galbraith
Creative team: Anna Paine & Owen Bryson
Senior broadcast producer: Jacqui Gillies
Managing director: Nicole Taylor
Group account director: Lisa Hauptmann
Account director: Lisa Little-Cain
Chief strategy officer: Fran Clayton
Planning director: Anna Bollinger

Production company: The Sweet Shop
Director: Noah Marshall
Producer: Tony Whyman
Executive producer: Edward Pontifex
Managing partner: Wilf Sweetland
DoP: John Toon
Editor: Tim Mauger @ The Butchery
Colourist: Ben Eagleton @ BE Colour
Post production: Fin Design
Sound designer/Engineer: Simon Lister @ Nylon

Song and artist: I’d Do Anything For Love Performed by Meatloaf and composed by Jim Steinman.
Music supervisor: Karl Richter/ Level Two Music

Client: McDonald’s Australia
Senior marketing director: Bronwyn Powell
Marketing director: Jo Feeney
Senior brand manager: Anna Webster