The time difference with London will be exhausting and exasperating for people in some parts of the world as they try to watch the Olympic Games this summer. But instead of whining about it, DDB New Zealand saw a chance for a fun McDonald's spot.
The ad, posted below, is running in 90-, 45- and 30-second versions in Australia and New Zealand, and features a cat-and-mouse game between a father and son as the boy tries to stay up and watch the Olympic action through the night. His efforts become more and more furtive, but Dad keeps up with him every step of the way. At the end, of course, there's a twist—and McDonald's helps father and son come to a resolution. In a nice touch at the end, the fast-food chain—an official Olympic partner—claims another title with a playful end line: "Proud supporters of everyone staying up."
It's a well-crafted, quiet spot with strong performances from the actors, all built around the kind of human moments that McDonald's consistently strives to present. The product tie-in is a little weak, and not just because eating a bag of fries is a fairly anti-athletic activity. It just feels a little tacked on. For more of a real-world punch, McDonald's should at least consider extending its overnight drive-through hours during the Olympics.
Agency: DDB, New Zealand
Executive Creative Director: Andy Fackrell
Creative Director: Jordan Sky
Art Directors, Copywriters: Pete Gosselin, Jay Hunt
Head of Television: Judy Thompson
Agency Producer: Kim Baldwinson
Group Business Director: Zoe Alden
Business Directors: Karla Fisher, Carly Pratt
Production Company: Revolver
Director: Steve Rogers
Executive Producer: Michael Ritchie
Producer: Pip Smart
Director of Photography, Cinematographer: John Toon
Production Designer: Bruce Everard
Editor: Alexandre De Franceschi at Guillotine
Postproduction: Fuel VFX
Music: Peter Van de Fluit at Liquid Studios
Sound Design: Craig Matushka at Liquid Studios