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McDonald’s menu items are so recognizable that people barely need to see them to know what they are.
That’s the upshot of a devious new outdoor and print campaign from TBWA \ San Juan, which features classic menu items from the fast food chain—a Big Mac, a Happy Meal, a carton of french fries—blurred out against simple single-color backgrounds.
“No se diga más,” reads the only copy. In English, that’s “Say no more.”
It doesn’t hurt that each impressionistic execution evokes the marketer’s classic branding in other ways—the yellow cheese on the Big Mac against the ad’s red backdrop ticks the box on its classic color combo, while the yellow-fries-in-a-red-box and happy meal packaging are icons in their own rights.
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