Hasta La Creative!

All new from McDonald's: the McCloseUp. The chain is taking fast-food porn to new heights with a series of print ads from TBWA Paris that consist entirely of intimately photographed classic menu items (or at least, prop food dressed up as, for example, the ideal Big Mac). We already posted the TV spots from the same campaign, but these print ads are worth looking at in their own right. Mainly because they exclude Golden Arches or other overt branding—and they get away with it. In the on-point words of one commenter, "Lazy, but genius." The images are easily recognizable, and striking enough that, depending on your relationship with the brand, they'll either have you licking your chops or feeling a little queasy. Either way, they make an impression. More images below.

UPDATE: A reader points out that one of the executions features a wrapper with an "M" in the lower right corner. Because apparently, fish filet sandwiches are more generic—and therefore in need of a differentiating logo—than ice-cream sundaes.

Would you like an NHL championship with that? Leo Burnett in Chicago found an appetizing way to support the Blackhawks during their Stanley Cup run this summer, creating a special bus-shelter display for McDonald's featuring custom hockey sticks shaped like french fries. The copy reads, simply, "Go Blackhawks." (McDonald's may have had something of a rooting interest—the company is based in Oak Brook, Ill., after all.) As part of the campaign, the chain will donate hockey sticks (though not the actual ones from the ad) to local youth hockey programs.

"If you're wondering where the beef is, we have it, and we'd never deprive you of it." Thanks for the tip, Andy Puzder, CEO of Carl's Jr. and Hardee's! Your straight-faced and earnest delivery of that line in a video message about McDonald's move to drop the Angus Third Pounder from its menu has restored my faith in humanity. Purists might complain that you're co-opting Wendy's classic tagline to zing McDonald's, but purity has no place whatsoever in the QSR world. Just kidding. I hope. Anyway, Puzder shines in the clip as he addresses disgruntled McD's customers, reads some of their whiny tweets and heartily chomps down on a Carl's Jr. 100% Angus Six Dollar Burger. He takes a hearty, executive bite. I can see why this guy is CEO. Also, his signature graces full-page ads from 72andSunny that ran this week in The Wall Street Journal and USA Today. Both the video and print ads prompt folks to visit ReclaimYourAngus.com (don't mistype that) and download $1-off coupons for the Six Dollar Burger. Hmm, let me see … subtract the 1 from the 6, and hey, now it should only cost $5! But it's even less, because, despite the name, the Six Dollar Burger actually starts at $4.49 pre-coupon. Kinda strange … still, I've got no beef with that.

Are you addicted to the Big Mac, or can you stop anytime you want? Whatever your emotional issues with the burger, McDonald's is distancing itself from the mental-health parody ad above, which appeared on Boston's mass transit this month. (The 800 number on the ad is a McDonald's corporate line.) In a statement to Time magazine, Nicole DiNoia, a McDonald's rep for the Boston area, says the ad was "not approved by McDonald's" and that "we asked that it be taken down immediately." She adds: "We have an approval process in place with our marketing and advertising agencies to ensure that all advertising content is consistent with our brand values. Regrettably, in this incident, that process was not followed. We sincerely apologize for this error." Sounds like maybe a local agency rolled out the work without proper approval? We left a message with DiNoia—hopefully she can clarify. The ad was part of a series—another showed two corporate drones high-fiving just thinking about a Quarter Pounder with Cheese. Mental health is a particularly touchy subject for marketers, as last year's 7-Eleven fiasco reminded us. Photo via.

UPDATE: Arnold in Boston created the ad. McDonald's sent us the following statement, which is attributed to Arnold president Pam Hamlin: "Arnold apologizes for its mistake to McDonald's and to anyone who was offended by the ad. McDonald's did not approve the ad, and its release was our unintended error. We've addressed the issue and have improved our approval process to ensure this does not happen in the future."

Kidult nous propose de découvrir cette vidéo documentaire appelée Visual Dictatorship. Expliquant comment les marques utilisent le graffiti pour en fait un art, ce dernier prône un retour à la rue. Visuellement réussie, cette vidéo le montrant apposant différents messages est à découvrir dans la suite.

Afin de viser des possibles clients la nuit à la recherche d’un fast-food, McDonald’s a pensé avec l’agence Cossette Vancouver ce panneau publicitaire réflechissant. De jour, le panneau est blanc sans message, mais la nuit, les phares font apparaître un message publicitaire.

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Nesse curta-documentário, John Benet é um produtor de publicidade americano em Xangai, que recebe a missão de produzir uma série de comerciais para o McDonald’s na China.

O tema parece simples, mas em 15 minutos Benet levanta uma variedade de questões de forma fascinante, começando pela sua conclusão pessimista da carreira em publicidade, depois de 23 anos na ativa, e da dificuldade em encontrar valor em seu trabalho.

Balanceando humor, cinismo e melancolia na medida ideal, “Sunshine” aborda o valor da criatividade e as diferenças culturais entre ocidente e oriente, mostrando um país em demolição na marcha pelo progresso.

Em uma das muitas frases marcantes, John conclui:

“Você pode ter uma carreira inteira em publicidade sem necessariamente conseguir amarrar um monte de pensamentos juntos.”

Já aviso antes para não ter reclamação: Muito inglês e sem legendas.

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Simples. E por isso mesmo genial. Sabendo que o McDonald’s é um lugar onde toda a criança brinca e se diverte, por que não trazer de volta essa sensação para nós, marmanjos?

A DDB de Sydney não só pensou nisso como colocou em prática. Eu achei bacana. E se estivesse por lá com certeza ia pagar um micão e brincar também.

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Depois das garrafas de Coca-Cola, a realidade aumentada chega definitivamente ao mainstream com papel central na nova campanha do McDonald’s, relacionada ao filme “Avatar” de James Cameron.

Além da tradicional linha de brinquedos do McLanche Feliz, a iniciativa temática trará códigos de realidade aumentada em cards e nas embalagens de todas as McOfertas, tanto no Brasil como na América Latina.

A realidade aumentada, além de poder ser ativada no site mcdonalds.com.br/avatar, vai contar com totens em mais de 100 restaurantes da rede, equipados com telas de LCD e webcams.

O uso da tecnologia na publicidade ainda continua bastante primitivo, mas não dá para negar o tamanho que a coisa tomou em tão pouco tempo. Realidade aumentada para o povo. A criação é da Taterka.

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Yesterday marked the largest rollout in Starbucks history. The three-year project is complete and ready for the public. What was implemented? Not a price reduction.

Starbucks is redoing its food menu in an effort to offer “real” food (i.e. no artificial flavors, dyes and trans-fats). The bakery case is getting a 90% overhaul.

What brought on this sudden rollout? Mayhaps it’s the fact that McDonald’s has been promoting its McCafe like crazy. Perhaps it’s the chain’s 8% sales and 77% earnings drop since last quarter. Either way, I think Starbucks is taking the right steps in the wrong direction.

I am speaking as a consumer and a Starbucks’ fan. My qualm with Starbucks is not the lack of “healthy food options” — it’s the lack of money in my pocket after one visit to the place. Damn, people, give your consumers a break! I realize that the government is not calling our economic times a crisis, but I’m sure that there are more individuals than not who are feeling crisis-like symptoms. No one’s asking for a handout, but a hand would work. Why do you think McDonald’s is doing so well? Value. It keeps its prices down. Even now, when all food chains are struggling, McDonald’s is gaining in sales.

In an ironic turn of event, McDonald’s rolled out a “premium” offering of their own. Sticking with their strengths, they’ve rolled out a Premium burger. Though currently available in select markets as a promotional item, the burgers will eventually be offered nationally in three varieties: Deluxe (topped with mayonnaise, yellow mustard, a slice of tomato, lettuce, red onion rings, sliced dill pickles and American cheese slices); Bacon & Cheese (topped with ketchup, yellow mustard, red onion rings, sliced dill pickles, three bacon slices and American cheese slices); and Mushroom & Swiss (topped with mayonnaise, sautéed mushrooms and Swiss cheese slices). McDonald’s is keeping the National launch under wraps, yet somehow publicized their “test” launch on the same day Starbuck’s attempts to re-invent itself. I smell a mole in the coffee.

I really hope that Starbucks succeeds with all this effort because I would hate to lose my Tall Mocha Frappuccino’s in a Grande cup, extra ice, and no whip.

Rena Prizant is a Copywriter, Ad Creative and mammal in the Chicago area, professionally word playing since 2002. Rena writes smart, engaging, dynamic copy for a broad range of mediums and industries; and loves helping start-up’s get their branding feet. Visit www.RenaPrizant.com or Twitter WriteLeft.