McDonald’s U.K. and Leo Burnett London really get Americans! Kind of. Well, maybe not at all.
To promote a selection of USA-themed burgers, Burnett cooked up a kooky campaign stacked with bizarrely broad stereotypes and saucy deadpan humor.
Four TV ads have similar setups, with Brits morphing into absurd American caricatures as they discuss hitting the Arches for a bite. For those of us living on this side of the pond, it’s like looking into a cracked mirror. Because the caricatures, while familiar, are often just barely related to the regions they represent, and sometimes not at all.
First, the South Carolina Stack inspires a wacky Wild West/American football mashup:
Of course, England has football too, of a sort. But ours generates more concussions, so nyah nyah nyah.
Next, we break out the pompoms and Right Shark costume for a delicacy dubbed the Louisiana Stack:
What, no “Make America Great Again” caps? No concealed carry permits?
Our tour of the South continues with the Tennessee Stack’s taste of hog heaven:
Truly a meal fit for a king. If that king happens to be Elvis.
Finally, we move way up North for the New York Stack’s sublimely random baseball-and-bowzer pitch:
Yo, keep your mitts off my grub! Actually, the New York Stack was only available through May 16, so you can just fuggedaboutit.
The other three burgers are around for a while longer as part of McDonald’s “Great Tastes of America” menu. They should provide a welcome respite from traditional British fare, which, as we all know, consists of kippers wrapped in the Daily Mail’s obituary pages and shepherds’ kidneys baked in a pie.
Agency: Leo Burnett, London
Creative Directors: Peter Heyes, Matt Lee, Chaka Sobhani
Art Director: Gareth Butters
Copywriter: Laura Randall
Board Account Director: Victoria Reiz
Account Director: Beth Watts
Senior Account Manager: Jack Brenman
Account Executive: Gracie Smith
Agency Producer: Jack Robinson
Director / Production Company: The Bobbsey Twins from Homicide with Blink / Live Action, Myles New with Moxie / Food
Producers: Sam Levene / Live Action, Ally Mee / Food