TBWA\Paris and director Vincent Lobelle promote table service by imagining neglected tech
Things are getting classy at McDonald’s in France as they introduce a 'new, highly innovative service to bring more conviviality to the restaurant experience and to make life easier for its customers' : table service. Yep, no more waiting at the counter for your tray.
The principle is very simple : by ordering on a self-service kiosk, the customer can choose to be served at table. Once the order paid, they just has to come to the table of their choice and wait for a waiter to bring them their tray. That’s all ! The idea has actually been tested for several years in select McDonald’s restaurants throughout France, the service is now available in more than 8/10 restaurants.
To promote this new service to the general public, McDonald’s agency TBWA\Paris has created a new campaign that shows just how getting together with friends around the table is so much more preferable than wasting time in front of screens.
In the campaign, directed by Vincent Lobelle and produced by Insurrection, one man’s meat is another man’s poison. While customers take full advantage of a good time spent at McDonald’s, the screens - that usually taken up all their time, are mourning their absence by singing Bonnie Tyler’s song (and karaoke classic) 'Total Eclipse of the Heart', which has been reworked by TBWA\Else.