McDonald’s knows that cooking dinner is probably the last thing fans around the world are thinking of while tuning in to the World Cup.
That’s the theme of a new campaign from Leo Burnett London, launched yesterday to coincide with the first day of the tournament.
A 60-second anthem ad follows the stories of fanatical fans around the globe, from a woman flying a Brazilian flag on an apartment balcony, to two men listening on a car radio, to all manner of fans decked out in crazy costumes and face paint. Even a baby is in on the fanatical World Cup fandom! Over the course of the ad, fans of the game from around the world turn to the golden arches to provide meals while they’re glued to their TVs, radios and computer screens.
The spot manages to showcase a variety of scenarios in which groups of fans rely on McDonald’s during the World Cup, from the good old drive through to delivery. It concludes with various takes on the tagline “We’re with you” illustrating all the ways fans can turn to the brand for a quick bite during the tournament. Along the way, the spot provides a fun look at how fans around the world come together to celebrate their teams’ victories and commiserate their losses, illustrating the international flair and displays of fanaticism that make the event so popular while highlighting McDonald’s key selling point as a convenient food option that’s always available.
In addition to the 60-second anthem ad, and a 40-second version, the campaign also includes a series of 7, 9 and 10-second spots focusing specifically on the chain’s delivery, drive-through and breakfast offerings, as well as print, OOH and point-of-purchase elements.
“The campaign spells out that, whatever happens in the football, McDonald’s has got the food covered,” McDonald’s senior director, global brand Steve Hill said in a statement. “Whether with a breakfast for the early kick-off, or a McDelivery for when you’re watching at home, it’s clear that ‘We’re with you through all of it.”
Clients: Steve Hill, Senior Director, Global Brand; John Lewicki, Head of Global Alliances; Victoria Stasevicius, Marketing Manager, Global Sports; Jacqueline Berger, Manager, Global Brand
Agency: Leo Burnett London
Chief Creative Officer: Chaka Sobhani
Creatives: James Millers & Andrew Long
Account Management Team: Victoria Reiz, Board Account Director; Steve Halliday, Account Director; Steph Bates, Senior Account Manager; Laura Taylor, Account Executive
Strategy/Planning: Max Kean, Planning Director; Will Moore, Senior Planner
Project Manager/Digital Producer: Timothy Wilks
Graphic Designers: Phil Bosher; Head of Design; Justin Bray, Designer; Ron Morrison, Designer
Agency Producer: Bruce Macrae
Director/ Production Co: Novemba, Academy Films
Producer: Steve Overs
Editor: Stephen Dunne, The Whitehouse
Post Production: Grace Thorpe, MPC
Sound Design: Simon Capes, Soho Square Studios
DoP: Xavier Amoros
Media planning/buying: OMD Global