McDonald’s is celebrating the full range of its chicken menu with a quirky new ad that communicates what the different items mean to ordinary people.
Developed by creative agency Leo Burnett, the 60-second film variously shows how the restaurant chain’s chicken products have come to occupy their own niche in popular culture – variously depicting groups of young people extolling the virtues of the McCrispy, families fighting over chicken nuggets and office workers taking a break from the grind with a welcome wrap.
With media planning and buying handled by OMD, the Tom Speers-directed spot will be supported by a series of 30, 20 and 10 second edited clips, alongside a suite of social media assets.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“McDonald’s has some of the most well-loved Chicken out there, from the classic McNuggets to new fan favourites like the McSpicy,” Leo Burnett UK ECDs Andrew Long and James Miller said.
“This campaign celebrates the full range of McDonald’s chicken, showing how not only does it ‘Hit Different’ for different people in different moments, but that it’s the variety that makes it stand out from the competition.”
The work follows on from the US brand’s recent collaboration with Frank’s RedHot sauce which saw the release of a limited-edition ‘ultimate chicken burger’.
