TBWA\Shanghai launches new McDonald’s Beef ‘Daddy’ campaign promoting Big Macs and more
TBWA\Shanghai has launched a new McDonald’s campaign in China to promote the Big Mac and other McDonald’s Beef products.
The new Beef ‘Daddy’ campaign follows hot on the heels of the award-winning ‘Manly man’ campaign, building on the macho theme, but with a fresh, creative approach.
In the television campaign, a young boy is asked to describe his ultimate macho hero and chooses what he sees as the obvious choice – his dad. This new McDonald’s ad explores this perspective on the father-son relationship in a fun and engaging way.
Christine Xu, Vice President and Chief Marketing Officer at McDonald’s China commented, “This campaign really shows the value of how good insightful thinking can build an emotional connection with our consumers, as well as find a new and interesting angle to keep a campaign theme fresh.”
Brian Swords, Managing Director of TBWA\Shanghai commented, “It’s always hard to do the sequel to an award winning campaign, but we’re very proud of this work. It’s an authentic storyline, told with natural charm.”
Credits – Managing Director: Brian Swords. Account Director: Angela Zhou. Head of Creative: Edmund Choe. Group Creative Director: Gordon Shu. Creative Director: Yaoyao Chuang. Associate Creative Director: Chris Shi. Senior Art Directors: Ken Wongwk, Crystal Wong. Strategist: Jocelyn Tse. Head of TV: Raymond Lau. Director: Jiawei Huang. Director of Photography: Zhengyin Lin. Production Company: Look Films. Production Company Executive Producer: Jun Wang. Media Agency: OMD. OMD Media Team: Tracy Luk, Yinling Lin, Shelly Shen, Lily Gu, Bei Pei, Joe Wang, Joyce Zhang, Kevin Zhong, Ivy Weng, Maruken Zhang. McDonald’s Media Team: Gavin Quan, Colin Chen.
1 Comment
just bought the new burger… by the size of the burger, it should called as the Not So Manly Burger!