McDonald's returns to brand-building in newly launched brand campaign via DDB New Zealand

Screen Shot 2017-02-27 at 6.20.37 am.jpgMcDonald's has just launched its new brand campaign for 2017 via DDB New Zealand, using insight from recent consumer brand research. It takes a fresh approach on an experience we can all relate to.

"Middle Seat", a 60" spot launched February 26, represents a return to brand-building for the company, highlighting the emotional connection Kiwis have with one of our best-known brands.

VIEW THE SPOT
The spot follows an endearing young girl called Milla over the course of several car rides. In a sight younger siblings from across the country will find familiar, Milla is perpetually relegated to the middle seat. She spends these car rides hemmed in by a succession of less-than-appealing travelling companions including her two boisterous older brothers, bags of potting mix, and an overly-affectionate English Sheepdog.

Milla's good-natured patience pays off, when she sees the Golden Arches at the end of her trip and nabs the first hot fry from the McDonald's bag while her brothers aren't looking.

Shane Bradnick, DDB ECD, says the new spot will celebrate the McDonald's brand as previous campaigns have done.

Says Bradnick: "When we look at McDonald's ads that have stood the test of time, they're stories that've captured a human truth that everybody can relate to. I think we can all remember those annoying long car rides on the back seat, and we can also all remember being treated to something special at the drive-through."

Says Jo Mitchell, McDonald's New Zealand director of marketing, says this campaign is about fostering an emotional connection with the brand.

Says Mitchell: "The story told through Milla's experience of the middle seat is an authentic slice of life many Kiwis will be able to relate to. For many families Macca's Drive-Thru is part of a family ritual, and it's great to celebrate a feel-good moment when putting up with the often dreaded middle seat."

Director of Marketing: Jo Mitchell
Head of Marketing:  BrĂ­d Drohan-Stewart
Brand Manager: Eve Miskelly & Olivia Bologhy

Agency: DDB New Zealand
CEO: Justin Mowday
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Ben Pegler
Art Director: Zac Lancaster
Copywriter: Tom Cunliffe
Business Director: Mitch Young
Senior Business Manager: Demi Nielsen
Senior Planner: Anna Gunnell
Agency Producer: Rosie Grayson

Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Director: Tim Bullock
DOP: Crighton Bone
Post Production Company: Blockhead
Editor: Adam Wills
Soundtrack/composer/Music: "Stuck in the Middle with You" Stealers Wheel.
Licensing by Jonathan Hughes Franklin Rd

Media agency: OMD

7 Comments

Hmmm said:

A beautiful and funny first 50 seconds with the brand rammed in at the end in a way which made it feel like an after thought.

It was Dave Trott who said if you can take out the brand from the ad and it still make sense, then you haven't made an ad, you've made art.

I'm genuinely not sure if this ad fails this test or not, but it must come pretty close.

I AM said:

ALL FOR ART IN ADVERTISING. BEATS COMMERCE.

Lovin it said:

Put a smile on my face. Well done.

An ad... said:

.... for advertising people, not for the average person on the street who couldn't give a toss about beautifully shot 60 second brand ads that make a really obscure point.

Vegas said:

Nice work team.

Barbara said:

Great ad! It's so charming that whenever it comes on, I re-wind and watch the ad again! Can't say I've ever done that before!

Etta said:

Best ad on tele at the moment, keep it comin

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