McDonald’s latest ad campaign doesn’t show anyone actually eating McDonald’s food. Yes, you heard that right. Advertising bigwig Leo Burnett has opted to feature its Golden Arches instead and an eyebrow arch to indicate its time to eat McDonald’s.
The ad which is titled “Raise your Arches” has a group of office workers rushing to the fast food outlet with just a post it note and knowing looks (read this as eyebrow arch).
The New McDonald’s ads does not feature a single food or restaurant shot. The short film directed by Edgar Wright will also be featured on Snapchat and Instagram.
New McDonald’s ads
British filmmaker Edgar Wright is also known for box office hits such as Baby Driver, Last Night in Soho, and Shaun of the Dead.
McDonald’s UK & Ireland chief marketing officer Michelle Graham-Clare told The Drum, “In a challenging time, our ‘Raise your Arches’ invitation to McDonald’s provides the nation with a small but much-needed moment to let go and feel good. We hope the campaign raises arches and smiles across the country and I can’t wait to see everyone get involved.”
Meanwhile for the Lunar New Year, Marketing Dive reports that McDonald’s is working with Karen X Cheng who is a leading digital content creator whose work uses artificial intelligence and artificial reality for campaigns with cutting edge technology. These will be part of the new McDonald’s ads.
McDonald’s senior director or cultural engagement strategy Elizabeth Campbell said, “We know our fans live at the intersection of innovation and culture and that’s where McDonald’s needs to meet them.”
The 30-second ad is inspired by Cheng’s childhood memories of the holiday and features a QR code call to action. Together with the ad, McDonald’s will return to the Metaverse with 3D sculptures of the 12 Chinese zodiac animals.
The brand will feature special events including a Year of the Rabbit celebration on Jan 25. The campaign will also have an AR filter on Instagram that uses a 3D illusion to transition from the Year of the Tiger to the Year of the Rabbit.
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