DDB has just launched McDonald’s new brand campaign for 2017, using insights from recent consumer brand research. “It takes a fresh approach on an experience we can all relate to,” says DDB ECD Shane Bradnick.
Middle Seat, a 60” spot launched yesterday, represents a return to brand-building for the company, highlighting the emotional connection Kiwis have with one of our best-known brands.
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.
Bradnick says the new spot will celebrate the McDonald’s brand as previous campaigns have done. “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,” he said.
“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.”
McDonald’s NZ marketing director Jo Mitchell says this campaign is about fostering an emotional connection with the brand.
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, she says. “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.”
About DDB New Zealand:
At DDB New Zealand we create influence for our clients by making original ideas that compel people to feel, do and think. This belief, combined with a genuine desire to drive tangible growth for our clients, has seen DDB named Campaign Asia-Pacific Digital Agency of the Year across Australia and New Zealand.
DDB is part of the DDB Group, which also comprises TRACK (digital and direct), Interbrand (strategy and design), Dynamo (communications planning) and Mango (PR, experiential and social).
See our work at www.ddb.co.nz
CREDITS
Client: McDonald’s
Director of Marketing: Jo Mitchell
Head of Marketing: Bríd Drohan-Stewart
Brand Manager: Eve Miskelly & Olivia Bologhy
Agency: DDB
CEO: Justin Mowday
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
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