| философия | Leo Burnett London illustrates how McDonald’s new services help facilitate everyday moments and experiences, in a new suite of ads. The campaign aims to illustrate that as the world moves faster and customers' lives continue getting busier, every moment is valued. McDonald’s latest services aren’t solely about technology, they’re about making it that little bit easier to enjoy the things you love and the small, life affirming moments that matter. There are three television executions in the new campaign, each of which focuses on a different McDonald’s service: table service, the app and ordering screens. ‘Hands Full’ breaks on 12 May. It shows a young couple adjusting to life with a newborn baby and all the paraphernalia that comes with parenthood. After contending with a pushchair and bags, they arrive at McDonald’s where a McDonald’s crew member approaches them to suggest they make use of table service – a lovely little extra that allows them to sit back and relax. Launching on the same day, ‘Grown Up’ highlights McDonald’s ordering screens while showing a dad and his young daughter enjoying a day out together. The final TV ad, ‘It Must Be’, follows the story of a budding romance between two teenagers with the McDonald’s app playing a role in breaking the ice. The television ads are supported by four radio commercials - also based around the small, understated moments facilitated by the new services - and a playful social campaign. |