TBWA\Paris McD’s Campaign Reminds Us to Be Scared of Bears

By Patrick Coffee 

We are more than a little bored with Super Bowl 50 at the moment, so we thought we’d post on a completely unrelated campaign created for McDonald’s by TBWA\Paris.

We’ve also yet to see The Revenant, but we know it involves a very frigid Leonardo DiCaprio and his friendly interactions with a big fucking bear. This week, Vanity Fair confirmed that the bear in the movie does not, in fact, have or attempt to have intimate relations with Mr. DiCaprio. The guy who played the bear is completely flummoxed by the whole rumor thing, though he did say, “My face was in Leo’s butt for a fair bit of time.”

Anyway, the first spot in this new campaign for McDonald’s in Europe–or, as the French call it, Mac Doe–is all about reminding us that we should probably be scared of the bears.


We have no idea what that sandwich was, exactly, but for some reason we wanted to think that the bear won the battle.

Sadly, his would-be prey escaped with merely a scratch. In the next spot, the thin white European man attempts to complete his escape by pulling a Philippe Petit on a log over a freezing river before literally busting his balls and, again, retreating into his own sad McDonald’s fantasies.

Next, our sheltered protagonist finds a new way to injure himself in the desperate search for food. He should really be going into hypothermia at this point, but we’ll let it pass.

We posted on this campaign primarily because it’s promoting a product line called “American Winter” that includes a “bacon & cheddar fondu” and a “burger fromage.”

It’s also big on ball humor, and it would absolutely never work in the U.S.

That’s a recurring theme with us, really.


Client: McDonald’s
Agency: TBWA\Paris
COPYWRITER: Stéphane Kaczorowski
ART DIRECTOR: Sébastien Skrzypczak
CREATIVE: Benjamin Marchal, Faustin Claverie
PRODUCER: Benoit Duchemin (TV)
EXECUTIVE CREATIVE DIRECTORS: Benjamin Marchal, Faustin Claverie
CREATIVES: Luc Bourgery, Matthéo Pressmar, Camille Favriau, Agathe Bruneau
DIRECTOR: Ben Gregor