Hasta La Creative!

Inherently Irish, Lowney’s spots aim to create an emotional link between McDonald’s and the Irish market. Packed with nuanced humour that creates a local link between the Irish public and McDonald’s, the spots tap into cultural references – including Trabolgan water park in Cork, a popular holiday destination in the 80s and 90s – to generate a sense of nostalgia. So when telling the viewers that McDonald’s in Ireland has 100% Irish beef in it, they also tell us the story of when those foreign exchange students got an eyeful of 100% Irish beef. Very funny, voiced by comedian Bernard O’Shea.

Karen Muckian, Account Director at TBWADublin adds: “The question we had to answer was how do we get the Irish public to trust a big, international brand more? From housekeeper to kids, we had to establish a sense of relevance between the brand and local culture and to effectively do that we developed a strategy that humorously taps into uniquely Irish insights and stories.”

Declan Lowney comments: “It was a joy to work with this creative team again. Their bizarre sense of humour and wry observations on the minutiae of Irish life are deeply unsettling. I hope I’ve done their scripts justice.”

See also the 100% chicken spot here