Really lovin' it

Many happy returns, literally. In October 2009 McDonald's celebrated its 35th anniversary as a UK restaurant by launching their 'Favourites' campaign. It featured all kinds of people coming and going as they just passed by, each enjoying the McDonald's experience in their own unique way.

Supported by outdoor and print ads as well as being reflected on the brand's website and throughout its social media channels, the TV spot was the crowning execution for me.

Leo Burnett London really nailed it with this concept, together with superb copywriting by Tony Malcolm and Guy Moore and perfect delivery from narrator David Morrissey.

Featuring the classics, Big Mac, French Fries and Chicken McNuggets - which fist appeared on the original McDonald's menu in 1974 - this ad brings particular attention to and really sums up how much the franchise has evolved over decades. And it continues to do so.

There's also a particularly clever line in the ad and fantastic attention to detail where we hear about how some of us choose to remove the gherkins from our burgers. Like I do.

Tuck in to it here http://www.youtube.com/watch?v=SDxLtKQZfIU

So, why am I only blogging about this now? It's been and gone...hasn't it? Well, no it hasn't. Just like the rest of the world's big brands, McDonald's is also on the 'plane to South Africa this summer and with it goes their new-build 'Favourites' TV spot.

Tailored for McDonald's in England, Wales and Scotland, the updated ad has been created as part of their marketing drive around this year's World Cup.

The new campaign kicked off on Saturday (June 5th) and is every bit as brilliant as its original. Still focussing on all the different kinds of customers, it identifies those of us who are completely taken over by World Cup fever as well as those who really aren't. After all, there is a McDonald's for everyone.

Enjoy it here http://www.brandrepublic.com/Discipline/Advertising/News/1007161/McDonalds-unveils-World-Cup-ad/

Oh and, this time around it sounds like previous narrator David Morrissey has been replaced. Any idea who the new voice belongs to?

Whoever it is, he's part of an ongoing advertising masterpiece.

The creative minds, it takes all kinds, to come up with then revamp right in time, a World Cup ad that stands out and is so refined, weren't just passing by. The folks at Leo Burnett have been doing great things for many years. And long may it continue.