AFL stars recite ‘road trip rules’ in new Macca’s campaign
McDonald’s has launched its new summer campaign via sports and entertainment agency Gemba.
‘Macca’s Road Trip Rules’ leverage’s the fast-food franchise’s ongoing partnership with the AFL, placing star players Christian Petracca of the Melbourne Demons and Bailey Smith of the Western Bulldogs at the centre of a light-hearted spot that highlights the synonymy of the brand with summer road trips.
The campaign is the latest in a series of summer campaigns that lean into the brand’s association with an Aussie road trip, most recently played out in DDB’s ‘Together and Loving it’ campaign for McDonald’s last summer.
A long-form hero film sees the two players engaged in good-natured banter as they argue about the ‘rules’ of a typical Aussie road trip, whether its ‘calling shotgun’, or who controls the music, to who pays for the petrol costs. The one rule the pair agree on is that a Macca’s stop is non-negotiable.
John Weir, creative director at Gemba, explained the campaign strategy: “Macca’s were after an idea that leveraged their partnership with AFL and planted a flag in Australian summer culture. Of all the summer rituals that Aussies take part in, hitting the highway for a holiday is right up there. Research told us Aussies were almost unanimous in agreeing that every road trip requires at least one Macca’s stop along the way.”
Melissa Rogers, McDonald’s Vic state marketing manager, added: “A big part of our brief was to show how Macca’s brings friends together over summer, and these spots do a wonderful job at that. The rapport captured between Christian and Bailey is real, and we love how the campaign encourages people to weigh in on the conversation – what ‘road trip rules’ do you think are the most important? We anticipate some lively debate.”
The spot will roll out on digital in full as well as 15 seconds cut-downs, with supporting executions across out-of-home and retail. The campaign features a call-to-action for customers to submit their own ‘road trip rules’ in exchange for un-restaurant rewards and the chance to win $1000 towards their own summer road trip.
Credits
CLIENT: McDonald’s
State Marketing Manager (VIC/TAS): Melissa Rogers
Marketing Consultant (VIC/TAS): Amy Phillips
AGENCY & PRODUCTION: Gemba
Executive Creative Director: Boyd Hicklin
Executive Producer: Alexandra Longbottom
Creative Director: John Weir
Creative Director: Nick Snelling
Senior Account Director: Zoé Hartas
Account Manager: Conor Gilchrist
Producer: Luke Coulson
Production Assistant: Ally Kirkwood
Graphic Design & Illustration: Julia Mancuso
Director / Scriptwriter: Nick Snelling
Director of Photography: David Guest
Stills Photography: Chris Hillary
POST-PRODUCTION: Mr Fox
Editor, Colourist & Online: Drew Moden
Sound Design: Matt Perrott (Mighty Sound Studios)
Music: Stevic Mackay
Voice-over: Andrew Hazzard, Claire Lovering, Nick Snelling
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topics
Bailey Smith
Christian Petracca
Gemba
John Weir
McDonald's
McDonalds Australia
Melissa Rogers
Mr Fox
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