In its latest spot for McDonald’s U.K., Leo Burnett London turned to another advertising category for inspiration: the ridiculous world of perfume ads.
“Love Affiar” promotes the chain’s Signature Collection with a parody of the type of over-the-top approach we’ve come to expect from such ads. “Woman,” begins the melodramatic voiceover as the woman peers out the balcony of a luxury hotel room, “Man. Burger.” the spot continues and the true object of her desire is revealed: the new line of Signature Collection burgers at the fast food chain.
It’s a sign of some sort of success at least that until the “Burger” line this could be mistaken for an actual (ridiculous) perfume ad, and the voiceover adding “Fan” as she looks up at the fan from her bed is a nice touch.
The spot continues in the same vein, telling an appropriately confused love triangle story (we think?) about a woman, man and a fast food chain’s latest burger offering. The spot concludes by describing the Signature Collection as “Luxury, in a bun,” a ridiculous assertion excused by the parodical nature of the ad.
Since the Signature Collection is only available at select locations, the spot, which debuted today, will run regionally in areas within proximity of such locations on TV and in cinemas. It will run through the end of 2017.
“We are very proud of our campaign for The Signature Collection, McDonald’s premium burger range. ‘Everyday luxury’ was a clear brief, and this campaign is not only dripping in luxury, but still full of that McDonald’s wit and charm,” Leo Burnett creative director Peter Hayes said in a statement. “This balance was delicately struck by the wonderful Guy Manwaring from Sonny.”