TBWA Paris takes a humorous approach in its latest spot for McDonald’s, promoting the brand’s spicy chicken sandwich.
The 30-second spot opens on two young guys at the zoo, as they make chimpanzee noises. At first it appears that they are mimicking a chimp from a nearby exhibit, as the primate makes the same noises. It soon becomes apparent, however, that it’s the other way around, with the chimp mimicking the noises the young men make in reaction to their spicy chicken sandwich. “Spicy chicken with Tabasco sauce, careful it’s hot,” warns the voiceover.
While certainly not groundbreaking, the spot’s simple, humorous approach fits the brand and product well. Whether or not it actually makes you laugh, the ad is direct and memorable — unlike McDonald’s stateside campaign, it knows its audience and doesn’t overreach.
Advertising Agency: TBWA, Paris, France
Creative Director: Jean-François Goize
Copywriter: Antoine Colin
Art Director: Ingrid Varetz
TV Producer: Emilie Prud’Homme
Production Company: Les Télécréateurs
Director: Vincent Lobelle