McDonald's is all about transparency. Just rub some of its fries against a sheet of paper and see what happens. Soon, you'll be able to look straight through it and watch Tribal DDB's latest video in a series for McDonald's Canada in which the chain shares the skinny on how its food items are made. (Skinny—heh.) Now, as far as I'm concerned, McD's fries are a food of the gods, so I always assumed they fell like greasy, salted manna from heaven. It turns out they start as humble potatoes that get harvested, washed, peeled, cut and fried up. Good to know. In the film, we see shots of a conveyor belt packed with fries. I'd like to ride one of those. These clips work well enough, I guess, but they feel kind of forced and pandering. (And there's a persistent overcast grayness to this one that makes it unappetizing. Couldn't they wait for a sunny day to film outdoors?) It also seems cowardly to disable YouTube comments. Might some snarky trolls hit below the ever-widening belt? I guess we'll never know. Time for a gut check, McDonald's. Credits below.
Client: McDonald's Canada
Title: "From Farm to Fries"
Agency: Tribal DDB, Toronto
Creative Director: Louis-Philippe Tremblay
Copywriter: Ryan Lawrence
Art Director: Benson Ngo
Agency Producer: Melanie Lambertsen
Account Director: Miles Savage
Production Company: Family Style
Directors: John Weyman, Torey Kohara
Line Producer: Liz Dussault
Editing, Postproduction: School
Audio House: RNW
Talent: McDonald's employees, suppliers