Last week, Leo Burnett launched ‘Great Tastes of America’, a campaign for McDonald’s, which runs across TV, online, radio, DOOH and social. Set in everyday British locations, the campaign includes 4 ads with each ad focusing on a different burger and running for 2 weeks.
“We wanted to create a campaign where the product was truly at the heart of each ad. Where the burger and the joke were intertwined with one another, allowing us to not only land the contents of each burger, but also the brilliance of America, without the two feeling forced together,” Laura Randall, Creative at Leo Burnett told DIVERGE.
The ads are set in everyday British locations, with friends and colleagues discussing what they are going to have for lunch. In a debate of where to go for lunch, a friend suggests
One character suggests McDonald’s because he/she is keen to try the ‘Great Tastes of America’ burgers. Just describing the authentically American flavours, the characters begin to transform into their bold American alter egos. A very British sense of ‘mundanity’ remains throughout with neither character reacting to the transformation. By the end, though, both characters have gone totally ‘all out’ American.
“Just by describing the authentically American flavours in each burger, our normally inhibited British characters transform into their American alter ego – cowboy boots and all,” Pete Heyes, Creative Director at McDonald’s added in a statement. “Promotions at McDonald’s demand fresh and cut through work. This year the Great Tastes of America promotion really does take us to new and unexpected levels.”
The campaign runs until 27th June across the UK and it seeks to drive excitement for the limited time only, all-American offering at McDonald’s.
Creative Director: Peter Heyes/Matt Lee/Chaka Sobhani
Art Director: Gareth Butters
Copywriter: Laura Randall
Board Account Director: Victoria Reiz
Account Director: Beth Watts
Senior Account Manager: Jack Brenman
Account Executive: Gracie Smith
Agency Producer: Jack Robinson
Director/Production Co.: Live Action – The Bobbsey Twins from Homicide with Blink; Food – Myles New with Moxie
Producer: Live Action – Sam Levene; Food – Ally Mee