McDonald’s brings in the Chickens
McDonald’s is promoting its range chicken products through 20 people with the surname Chicken.
Created by DDB New Zealand, the TV, radio, online, and outdoor advertising is used to spruik the new McSpicy Chicken Burger as well as its range of burgers and nuggets.
The TV spots appear as both 15 and 30 second versions. They are backed with minute-long online video introductions to the Chickens. The introductions feature the Chickens telling stories of their life and answering questions like “what sort of chicken burger do you think you’d be?”
The ads are running in both Australia and NZ.
Creative credits:
DDB NZ Ltd:
- Executive Creative Director: Andy Fackrell
- Creative Director: Jordan Sky
- Art Director/Copywriter: Pete Gosselin & Jay Hunt
- Group Business Director: Cath Bosson
- Account Director: Kristy Acland & Carly Pratt
- Account Executive: Rebecca Kearsley
- Executive Producer: Judy Thompson
- Agency Producer: Tania Jeram
Live action
- Film Company: Waitemata Films
- Director: Jamie Campbell
- Producer: Johnny Blick
- Line Production Company: Brilliant Films
- DOP: Rob Marsh
Food shoot:
- Film Company: Carnival Films
- Director: Geoff Hall
- Producer: Ben ODonnell
Offline Editor
- Live Action : Tim Mauger
- Food: Sugar @ Method Studios
Grade & Online:
- Post Production: Method Studios, Sydney
Music
- Liquid Studios
- Composer: Peter Van de Fluit
Audio
- Nylons Studios
- Engineer: Nat Joyce
Thankfully, Mrs Gastric-Reflux was unavailable….
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Nice idea, terrible execution. What is up with that awful voice-over and music?
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I’ve seen this a couple of times and unfortunately for McDonald’s I think it is one of the most pathetic campaigns I have witnessed. Is it supposed to be funny? Entertaining? Quirky? I don’t get it at all. Sometimes obscure works. This is atrocious, and that’s a long list for “atrocious.”
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Chickens asked across the nation about Mc Donalds, so, when did NZ officially become part of Australia?
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Why does the kid at the front not get a burger??!!
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I disagree, think it’s a nice idea and whole execution is not brilliant it’s good enough for the idea to shine through. I think many people will be like me and not know that Chicken is a surname … My mind boggles at the teasing they must have got at school … and so that little insight will help the message stick in people’s minds.
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Why are all the people from New Zealand if they searched the continent for chickens? As lame as the KFC ad where they went to a town called Kentucky. Big brands trying to be “interactive”
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Boring ad…hope the burgers taste good.
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Do you work for McDonalds or the agency Jim?
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Really, really poor.
Not the first time McDonald’s has plastered over a NZ ad to save cash. Their Olympic campaign was all done across the ditch.
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how does this ad relate to Australia?
really guys you need to try better than this.
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I think that Jimi Bostock is right here.
The ad does spike chicken and one is drawn in by the obscurity to a level of concentration not often achieved. The non Australian argument relative to a US global giant is simply parochial.
This is a quirky fast food ad, not a deeply intellectual insight into marketing or promotion.
I guess that those called Chicken did get a basting at one time or another. I was once introduced to a man by the name of Duck, and yes, his first name was Don.
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Something foul about this
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Does anyone not already know that McDonald’s has chicken products? (As far as I know they’ve had chicken burgers and nuggets for years). If not, then this entire idea is trying to solve the wrong problem. Worse it’s desperately trying to be social, ‘human’, etc first and foremost. ‘Cute’ is not a replacement for credible.
Side note: Does anyone else find it irritating that an obviously Kiwi ad – not an Aussie amongst them – is being dressed up as an Australian one (as per the ‘we’ve searched the continent’ line)? Do they really think people won’t notice? Makes the brand look stupid.
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I’m puzzled:
when did New Zealand become a continent?
why is this NZ ad being shown here without relevance… to anything…?
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Very poor claiming ‘they have searched the continent’ yet most see to be from NZ. Since when has NZ been part of a continent? NZ is an island and another advert creating false knowledge of geography and geology. Shame, fix it or remove it.
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Wouldn’t it be awesome if they could back this campaign up by redirection of traffic from a fantastic brandable domain like http://www.chickens.com.au. I wonder if they have thought of that acquisition strategy
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@Art
Actually, Australia is “an island” albeit an island continent. New Zealand is two major islands and several little ones, which makes it a group of islands, though technically an archipelago it is generally thought of as a country in two main islands.
If ads were to be disqualified for the inclusion of inaccuracies then we would lose many fine examples, what matters here, is that we are talking about it, and therefore verifying its credibility as a memorable ad.
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@Richard Moss,
My point exactly? Misleading fact not just inaccuracy.
NZ is not a continent just an Island which is where this advert was made I believe taking jobs from us Aussies.
And Quote “If ads were to be disqualified for the inclusion of inaccuracies then we would lose many fine examples, ” is also exactly the point even though it may put poor quality actors out of work.
What is wrong with Mac D’s just advertising their food without the trickery? I am sure they would still sell their chicken things.
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One thing I’ve noticed is that Hungry Jacks have really stepped up their advertising and marketing spend and reach. They are certainly taking McDonalds to task with new promos and offers. They seem to be more active in social media such as Facebook with facebook offers and vouchers.
The $1 Big Cheese promo was a big hit recently.
McDonalds take note!!
Speaking of McD’s – anyone following the Open Doors program they are about to run (allowing the public to visit the stores and go behind the scenes..etc)
https://opendoors.mcdonalds.com.au/
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Really annoying ad. Since when is NZ a continent? They should have spent more money and made two separate ads for Australia and NZ. This ad definitely doesn’t make me want to buy their chicken burgers
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Can the surnames of the so called ‘Chickens’ be confirmed???
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It’s amazing how much discussion this dumb ad has generated. I think McD’s are going backwards and Hungry Jacks are moving forward big time – focus on the food not dumb names and gimmicks (like fake NY cab drivers…etc)
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there surnames are not “Chicken” I know one of them in the add and that is not there surname
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I find it strange (apart from all the previous comments) that there are two little kids in these ‘chicken’ adds and neither of them eats any burgers in any of the ads.. is it a sureptitious way of saying kids shouldn’t be eating them? PS I liked the McChamp, but they do not look like anything on the advertising campaign posters etc… I’m pretty sure (from looking at all burgers I’ve ever bought from there – and KFC but to a lesser extent) that the ingredients (lettuce, sauces, mayos etc) are thrown AT the burger, because most of the ingredients are usually in the box underneath the burger when I get them!
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