McCafé has shed its everyperson persona in the Gulf to focus on one segment, Gen Z. McDonald’s coffee has become the 24 7 pick-me-up for the young generation in a 60-second montage spot set to a driving drum beat. The new commercial by Studio M – a Power of One unit by Publicis – introduces the brand platform, For Every Beat of the Day. Its funky marriage of stills images and film put together a multi-format manner was directed by Ida Cuellar and produced by Prodigious.
Tarek El-Kady, senior director, marketing – McDonald’s MEA, stated, “Our customers’ expectations and coffee drinking habits are changing, we recognised that Gen Z in particular need a good cup of coffee that matches their on-the-go lifestyle. Given that McCafé is all about a good and honest moment of coffee satisfaction, we believed it was crucial for us to cement our brand positioning as the great-tasting coffee that fuels the day and night of consumers. Working alongside our long-term partners, Studio M, we are proud to present a fresh perspective, and a new brand platform to the youth.”
Haytham Dayeh, business lead at Studio M, added, “Like McDonald’s in the Gulf, our focus is always to respond to ever-evolving consumer expectations by leveraging the full power of our integrated capabilities. With data, we fuel our strategies and creative ideas. With an effectiveness mindset, we are certain that McCafé’s new platform challenges the coffee game status-quo.”
“Our campaign captures the reality of the young coffee drinkers in the Gulf. McCafé is the go-to coffee that keeps up with their pace and their busy lives. It starts and ends their day, a day that is delightfully unpredictable and playfully surprising. The campaign explores real coffee moments in the 24-hour coffee culture we live in, moments that encompass our social gatherings, our high ambitions and our amusements,” noted Marwan Chahine, creative lead at Studio M.
The data-fuelled campaign is running across digital and mobile-first channels.
Credits
Client: McDonald’s
MEA Senior Marketing Director: Tarek El Kady
GCC Marketing Director: Sherif Coutry
Creative Agency: Leo Burnett Dubai
Chief Creative Officer: Kalpesh Patankar
Creative Director: Marwan Chahine
Associate Creative Director: Tara Weerasignhe
Senior Art Director: Hugo Rochette
Senior Copywriters: Aditya Hariharan & Sambhav Khandelwal
Senior Graphic Designer: Jihad Hteit
Business Lead: Haytham Dayeh
Account Director: Mahmoud Jaber
Account Manager: Miral Saad
Planning Director: Matthew Turner
PR Director: Andira Raslan
Head of Production: Wael Said
Producer: Mohamed Soueid
Production Company: Prodigious ME
Director: Ida Cuellar
Photographer: Anna Nielsen
DOP: Jose Luis Bernal
Post Production: Optix by Prodigious
Music: Papamusic
Media Agency: Starcom Dubai
