Campaign uses insight from recent consumer brand research.
McDonald's has just launched its new brand campaign for 2017 via DDB New Zealand. It takes a fresh approach on an experience we can all relate to.
"Middle Seat", a 60" spot launched February 26, represents a return to brand-building for the company, highlighting the emotional connection Kiwis have with one of our best-known brands.
The spot follows an endearing young girl called Milla over the course of several car rides. In a sight younger siblings from across the country will find familiar, Milla is perpetually relegated to the middle seat. She spends these car rides hemmed in by a succession of less-than-appealing travelling companions including her two boisterous older brothers, bags of potting mix, and an overly-affectionate English Sheepdog.
Milla's good-natured patience pays off, when she sees the Golden Arches at the end of her trip and nabs the first hot fry from the McDonald's bag while her brothers aren't looking.
Shane Bradnick, DDB ECD, says the new spot will celebrate the McDonald's brand as previous campaigns have done.
Says Bradnick: "When we look at McDonald's ads that have stood the test of time, they're stories that've captured a human truth that everybody can relate to. I think we can all remember those annoying long car rides on the back seat, and we can also all remember being treated to something special at the drive-through."
Says Jo Mitchell, McDonald's New Zealand director of marketing, says this campaign is about fostering an emotional connection with the brand.
Says Mitchell: "The story told through Milla's experience of the middle seat is an authentic slice of life many Kiwis will be able to relate to. For many families Macca's Drive-Thru is part of a family ritual, and it's great to celebrate a feel-good moment when putting up with the often dreaded middle seat."
Director of Marketing: Jo Mitchell Head of Marketing: Bríd Drohan-Stewart Brand Manager: Eve Miskelly & Olivia Bologhy
Agency: DDB New Zealand CEO: Justin Mowday Chief Creative Officer: Damon Stapleton Executive Creative Director: Shane Bradnick Creative Director: Ben Pegler Art Director: Zac Lancaster Copywriter: Tom Cunliffe Business Director: Mitch Young Senior Business Manager: Demi Nielsen Senior Planner: Anna Gunnell Agency Producer: Rosie Grayson
Production Company: Scoundrel Executive Producer: Adrian Shapiro Director: Tim Bullock DOP: Crighton Bone Post Production Company: Blockhead Editor: Adam Wills Soundtrack/composer/Music: "Stuck in the Middle with You" Stealers Wheel. Licensing by Jonathan Hughes Franklin Rd