McDonald's puts the devices down, reconnects families

  • Advertising
  • May 16, 2018
  • StopPress Team
McDonald's puts the devices down, reconnects families

McDonald’s is taking on one of the challenges of today’s connected world, with a touching spot by DDB about a grandfather spending time with his grandchildren.

Released today, the 60-second spot addresses the 24/7 connectedness of modern life as a grandfather watches his grandchildren remove themselves from reality through VR and augmented reality technology. Looking for a way to connect with them, he switches off the fuse board and takes them on a succession of adventures ending with McDonald’s.

The story celebrates the feel-good moments that happen when a family spends time together and McDonald’s director of marketing, Jo Mitchell, says the spot puts perspective on how things have changed.

“It’s a spot built around a real and timely human truth that we are sure will be familiar to most.”

She adds it comes at a crucial time when its competitors are fighting in the pits with price, and brand love is more important than ever. Last year this saw the release of the loved ‘Middle Seat’ campaign and now ‘Timeless’ continues to build on that emotional connection with the brand.

‘Middle Seat’ watched as a young girl was sandwiched between her two older brothers in the back of the car and while at first, it seemed she’s drawn the short straw, her easy access to the McDonald’s fries made her a winner.

It was also a campaign out of DDB and speaking about the latest campaign, executive creative director Shane Bradnick says ‘Timeless’ touches issues many families face with the rise of technology.

“At times technology makes us feel more connected to the world, but not to the people closest to us, our family.

“This spot simply reminds us that there’s more out there to experience with the ones we love, using the special bond between grandparents and grandchildren.”

The spot will roll out in a 60-second version on TV, Cinema and instore.

The name of the campaign, ‘Timeless’, ties into the Bag Mac celebrating its 50th anniversary this year and while it gives a subtle nod to the burger with it included in the meat at the end, overseas it’s been less than subtle.

In the UK, the Big Mac took over with a print, digital and social campaign that turned London’s IMAX landmark into a Big Mac.

Meanwhile, Latin America has celebrated with a Big Mac can that’s been delivered to influencers and brand lovers.

Credits:

Client credits:
Director of Marketing: Jo Mitchell
Head of Marketing: Liz Wilson
Senior Brand Manager: Nikki Jeffcote

Agency credits:
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick​
Creative Directors: Ben Pegler & Rory McKechnie​
Senior Art Director: Zac Lancaster
Lead Business Partner: Karla Fisher
Senior Business Director: Lauren Taylor
Senior Planner: Anna Gunnell​
Executive Producer: Judy Thompson
Senior Television Producer: Claire Colohan​

Production Company:
Production Company: Revolver/ Will O’Rourke
Director: Matt Devine
Managing Director/ Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Alex Kember​
Director of Photography: Crighton Bone
Editor: Tim Mauger for The Editors 
Post Production: Blockhead
Colourist: Dave Gibson 
Song search and Licensing: Jonathan Mihaljevich, Franklin Rd. “Catch the Wind” (Leitch). Recording. Donovan. 

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