McDonald’s celebrates everyday Aussie legends in new Olympics campaign
McDonald’s has launched a series of ads which celebrate people who are ‘no Olympian’ but still everyday champions, leveraging the fast food giant’s global sponsorship of the Olympics.
Two of the spots, created by DDB Sydney, look at people who have stayed up all night watching the Rio Olympics Games, and are in need of a pick-me-up.
One spot shows Amanda, who despite being “no Olympic gymnast” still performed the “perfect 5:00am McCafe coffee run” to provide a caffeine hit for her friends.
https://www.youtube.com/watch?v=it3WREBUWj8
Another stars Tim and Jen who are “struggling to get out of the blocks” after staying up for five hours to watch the Games, but are finally motivated to rouse themselves with the help of an “All Day Breakfast” from Maccas.
https://www.youtube.com/watch?v=u1uG8Wg21BM
Two other spots look at McDonald’s staff who are also no Olympians, but stars at the fast food chain for their ability on the grill. In one case, it’s Jane and the Aussie Angus ‘n’ Egg burger, and the other it is Robbo with the Aussie Chicken and Pineapple burger.
https://www.youtube.com/watch?v=3-m8B4Bksio
https://www.youtube.com/watch?v=1wjqmkoJHEk
How… authentic.
Does the average Australian consumer still associate McDonalds with the values of the Olympic Games? I doubt it. Which is why this honest advertising is probably a better avenue for them. There’s a lot of risk in going the other way.
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This is just dreadful and gets more grating the longer it goes on…
Such a bad strategic fit and such a terrible campaign
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