DDB's Maker unit has created a bizarre online film that seemingly marries Dirty Dancing with Stephen King's Carrie to announce the return of the McRib—and all the sauce that comes with it.
The piece of content shows the protagonist pulling moves that could easily be lent to Kiwibank's 'Independance' campaign, before he is struck from above by a mass of sauce with an impressively high viscosity.
“We wanted to share that feeling many McRib-lovin’ fans get when they take a bite of the burger and that sauce hits them – and then exaggerate it completely,” said DDB executive director Shane Bradnick.
Since it was first introduced in 1981, the McRib has been one of the more sporadic items on the McDonald's menu, coming and going over the years.
This inconsistency has over the years led journalists from the Chicago Magazine, Business Insider and the Daily Mail to ask some pressing questions about why the saucy treat isn't a perennial member of the McDonald's family. And, as it turns out, they weren't the only ones curious about this.
As part of the 'Our food. Your questions' campaign, several people wrote in to McDonald's asking why the McRib was removed from the menu from time to time.
In response, the fast food chain said: "We like to change up our menu throughout the year by offering some limited time only items, like our Shamrock Shake in the Spring. The timing of the McRib's return can vary from year to year, but most recently, it's made its appearance in the Fall."
And it also released a tongue-in-cheek video revealing several colourful alternatives to the standard PR narrative.