Leo Burnett London launched a new 20-second spot promoting the latest in McDonald’s Great Tastes of the World offerings.
Entitled “Discover Australia,” the spot opens with a voiceover rapidly listing hallmarks of Australian identity: “big waves, giant rabbits, bite-y wildlife, sleepy bears, noisy sticks.” He’s then interrupted by another voiceover claiming”You can’t rush Australia, so savor the Australian Barbecue Supreme.”
Things then slow down as the conclusion of the ad focuses on food porn shots of the burger. The tongue-in-cheek approach is not without its charm. Referring to digeridoos as “noisy sticks” is a nice touch (and also accurate) and the fast-talking serves to draw attention to the ad before the burger reveal.
The broadcast spot is supported by a national radio and print campaign in the U.K., as this marks the first time since 2013 that McDonald’s has offered its Great Tastes of the World promotion. Future installments include the Italian Classic, Canadian Melt, South African Deluxe and the Brazilian Spicy, with the Chicken & Chutney Indian available throughout the promotion.
Credits:
CREATIVE AGENCY: Leo Burnett
EXECUTIVE CREATIVE DIRECTOR: Justin Tindall
CREATIVE DIRECTOR: Rik Brown / Jon Fox
COPYWRITER: Matt Collier / Wayne Robinson
ART DIRECTOR: Matt Collier / Wayne Robinson
PRODUCER: Katie Spong
PLANNER: Caroline Baron
PRODUCTION COMPANY: Little Fish Films
DIRECTOR: Gus Filgate (food)
PRODUCER: Michelle Kriedemann
POST PRODUCTION HOUSE: Amy Richardson at MPC
MEDIA AGENCY: OMD UK
PLANNER: Hannah Rowley
MUSIC AND SOUND
AUDIO POST PRODUCTION: Wave Sound Studios
OFFLINE
EDITOR: Mark Burnett at Whitehouse Post