Everyone warms to a love at first sight story – especially when the protagonist is an awkward teen. The classic (never-fail) emotional device has been used by Leo Burnett London for McDonald’s with a 21st century kicker added – a music video daydream in which awkward teen has won his love’s heart.
The underlying message of the ad, promoting McDonald’s new Fiery Buffalo Chicken One wrap (ironically, this Romeo is anything but fiery) is Make a Bold Move.
Emily Somers, vice president marketing and food development at McDonald’s UK, commented, “This campaign continues our positioning of our flavoursome wraps range as a bolder more exciting lunchtime option. This time with a modern, contemporary take on those love-at-first-sight moments we can all relate to.”
The campaign broke on June 25 and runs for six weeks in the UK and Republic of Ireland. The TVC is supported by social activity on Facebook, Twitter and Snapchat, and ads on radio, in the press and out of home.
https://youtu.be/xS3wWn4xx5w
Credits
Creative Agency: Leo Burnett London
Chief Creative Officer: Chaka Sobhani
Creative Director: Pete Heyes
Creatives: Gary Lathwell & Liane Dowling
Account Team: Sam Houlston (Board Account Director), Steve Halliday (Account Director), Gracie Smith (Account Manager) & Kate Aspinall (Account Executive)
Project Managers & Digital Producers: Sarah Ioannou & Sarah Hall
Agency Producers: Katie Spong & Javre Dow
Media Planning & Buying: OMD
