I’m LOVIN’ TWO DIFFERENT DEMOGRAPHICS.
Brief 1: Reach out to those over 35 who once had a positive relationship with McDonalds. A reward for good grades, family time. They remembered Eddie Murphy in Raw, singing, “we got McDonalds, and you ain’t got none.”
In the :30 global spot, “HANDS” come into frame to show the zen blockers adults confront on a daily basis before the diners hands lift the burger up, offering relief and satisfaction.
McDonald’s Bacon Clubhouse was their main launch of the season. The brief was really two briefs. Both ingredient focused, the divide was targeting two vastly different generations.
Brief 2: Convince to the millennial set, who only sees the brand as a negative hyper caloric corporation, to give the artisan Bacon Clubhouse a chance.
“PODIUM” let the franchise, via the talking Bacon Clubhouse, address a generation, moving into adulting, the brand championed optimism and positivity.