'Timeless' is an intergenerational tale that challenges the 24/7 connectedness of modern life
McDonald's has today released a new brand ad Timeless, created by DDB New Zealand.
Built on bringing families together over a meal, McDonald's taps into the insight that what families want the most is to spend quality time together.
Our silver-haired protagonist faces a particularly difficult challenge. Looking after his three grandchildren, he puts a good old-fashioned day out up against technological toys and wins.
Switching off the fuse board at home, Grandpa takes the kids on a succession of adventures, culminating in a Macca's meal at his special lookout. Grandpa wins over his grandkids and each piece of technology disappears, as the family reconnects with each other.
Coinciding with the 50th anniversary of the Big Mac, the spot celebrates the everyday feel-good moments that happen when a family spends time together. Just like the Big Mac, these moments are timeless.
Says Shane Bradnick, executive creative director, DDB NZ: "Timeless touches issues many families face with the rise of technology.
"At times technology makes us feel more connected to the world, but not to the people closest to us, our family.
"This spot simply reminds us that there's more out there to experience with the ones we love, using the special bond between grandparents and grandchildren."
McDonald's director of marketing, Jo Mitchell, says that the spot puts perspective on how things have changed.
Says Mitchell: "Following on from 'Middle Seat', we're proud to launch our new brand spot 'Timeless' this week.
"It's the next major piece of brand-building creative for McDonald's, highlighting the emotional connection Kiwis have with our brand while featuring our most iconic burger, the Big Mac.
"It's a spot built around a real and timely human truth that we are sure will be familiar to most. It comes at a crucial time when our competitors are fighting in the pits with price, and brand love is more important than ever.
"This spot also demonstrates the continued passion and understanding DDB have for our brand. Great work comes from great team work, and 'Timeless' is yet another demonstration of this."
The spot will roll out in a 60" version on TV, cinema and instore.