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TBWA\Paris places ads within ads in this new McDonald's campaign, with print and billboard elements playing key roles in a series of understated TV commercials.
Branding cues such as the McDonald's name, tagline and Golden Arches are de-emphasized. In fact, they're entirely absent from the print ads and billboards. The goal is to focus on the iconic, instantly recognizable menu items. We get intense close-ups of crispy fries peeking out of familiar red-and-gold packaging, a giant McNugget dunked in tangy sauce and sundaes drizzled with nuts and chocolate.
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