The second part of Leo Burnett Dubai’s first campaign for McDonald’s has broken, with the TVC ‘Chant’ to run for three weeks across the UAE, Saudi Arabia, Kuwait, Qatar, Oman and Bahrain. The Big Mac chant of ‘two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun’ is featured in the TVC and delivered in a rap style. Consumers are encouraged to log on to www.mcdonaldsarabia.com where they can record their version of the chant for the chance to win an iPod Touch.
The integrated campaign, which also includes online and outdoor, kicked off in mid-January with the ‘Tell your Big Mac Story’ TVC, which ran for three weeks. The first part of the campaign also invited people to share their ‘Big Mac’ memories and personal stories online, which are then to be judged by the online community. The authors of the highest voted story in each market will win a MacBook Air.
Project Big Mac Epic Story/Chant
Client McDonald’s
Creative agency Leo Burnett
Executive creative director Malek Ghorayeb
Creative director Marwan Chahine
Associate creative director Haytham Zoghby
Copywriters Mohammad Halabi and Maha Khawaja
Art directors Anna Maria Aoun, Tariq Ayass
Planner Nicolas Chidiac
Media agency UM
Director Chadi Younes
Producer Ray Barakat
DOP Yves Sehnaoui
Production company Clandestino
Exposure Pan-Arab TV
Good copy. good conecpt. poor execution. bad art direction & locations & angles. no cinematic appeal. no mouth watering elements in product shots. characters are completly disconnected with the voice over telling story.
Epic my a*$!