Leo Burnett London has taken inspiration from the beautiful but ludicrous world of perfume advertising to promote McDonald’s new, high-end burger menu known as The Signature Collection, in an ad entitled ‘Love Affair’.
The Signature Collection is McDonald’s gourmet range of burgers and Leo Burnett sought to demonstrate that this was a premium offering whilst retaining the brand’s sense of humour and fun.
The ad appears at first to be telling the all-too-familiar perfume commercial tale of a stolen moment between lovers, complete with billowing curtains and windblown hair. Sadly, for the man in this story, the woman is actually in love with her Signature Collection burger.
By using the language of luxury goods advertising, even with a humorous twist, the campaign highlights the step change that The Signature Collection represents for McDonald’s.
The TV and cinema ad will run in targeted areas that are within the proximity of a McDonald’s restaurant that serves The Signature Collection. It breaks on 23rd August and will run in three different bursts up until the end of 2017. Media buying is through OMD UK.
Peter Heyes, Leo Burnett’s Creative Director, said: “We are very proud of our campaign for The Signature Collection, McDonald’s premium burger range. ‘Everyday luxury’ was a clear brief, and this campaign is not only dripping in luxury, but still full of that McDonald’s wit and charm. This balance was delicately struck by the wonderful Guy Manwaring from Sonny.”