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Posts Tagged ‘Alistair Macrow’

Leo Burnett Celebrates 40 Years in the UK for McDonald’s

Today Leo Burnett’s London office launched a new campaign celebrating the 40th anniversary of McDonald’s arrival in the UK.

The campaign aims to portray the important moments in people’s lives…that just happened to occur at McDonald’s. In “Just Moved In,” (featured above) the most realistic of these scenarios, a family moves in to a new house. After a hard day of moving, they realize there’s nothing in the fridge to make for dinner and head to McDonald’s for a quick meal (which is just fine with the kids).

Other spots in the campaign feature an awkward first date, a rescue meal for a rainy camping trip, and a teen celebrating passing his driver’s test. Leo Burnett doesn’t overreach with the scenarios, instead choosing small moments that compliment larger ones — although the idea of taking a date to McDonald’s does seem a bit of stretch, no matter how young you are.

The broadcast spots are supported by an outdoor campaign “comprised of eight executions which also reminds people that McDonald’s has been there in the background of a myriad of moments all through their lives.” Read more

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McDonald’s Rhymes ‘Snogger’ with ‘Blogger’ to Honor Olympics Volunteers

There’s truly no better way to honor the Olympic spirit than by consuming a copious amount of McDonald’s food (and the reaction over the mega-chain’s partnership with the Games proves it). And, as tradition entails, this means Leo Burnett is responsible for creating an emotional, piano-driven TV spot that ties Olympic athletes and fans to the fast food chain. Because when you see sculpted, healthy people perform incredibly feats of athletic ability, there’s no better place to wallow in self-pity over your pitiful dietary habits than your local Mac-Doh.

This spot succeeds best by capturing those soft-focus shots of smiling children that, while cliched, are irresistibly adorable. Where this spot fails in its copy, which starts strong by employing silly British-isms, but sort of falls apart when it forces somewhat unforgivable manipulations of the English language (“The draper, the scraper, the should-have-been-there-er”).  The ad, which thanks the more than 70,000 volunteers making the London Olympics come to fuition, is part of McDonald’s “We All Make Games” campaign, described by the chain’s VP of marketing Alistair Macrow as one that will capture “people’s emotions, humour and experiences in real-time, and we hope to become a barometer for the mood of the nation during the Games.” So, hopefully, no one dies.

In any case, expect to see this spot a LOT over the next few months, as well as a bevy of print, digital and social executions that will undoubtedly facilitate your unhealthy addiction to Double Quarter-Pounders with cheese. That little girl sleeping on her father’s shoulder is actually meant as a metaphor for you when you pass out in front of your television with milkshake stains on your XXL shirt.