McDonald’s launches 60-second Playland TVC
DDBSydney has launched McDonald’s biggest brand TV commercial in Australia to dateentitled ‘Playland’, creating a brand spot to give meaning to McDonald’s famoustagline, ‘I’m Lovin’ it’. Thecommercial starts with unwitting Sydney office workers discovering the largestMcDonald’s Playland ever constructed at Customs House, Circular Quay while ontheir daily commute to work – a three-story high structure complete witha Hamburglar swing, 2.5m high Ronald McDonald bench, a dazzling world of slidesand Fillet-O-Fish bouncers.
The TVCcaptures their initial stunned reactions, then true moments of unbridled,childlike enjoyment as they engage with the Playland. The 60 second TVC willair for the first time today, with a 30 second version to be released on 17October.
At the Outdoor Awardslast night, Playland won a Gold award for Most Innovative Outdoor and a Silveraward for the FMCG category.
Agency: DDB Sydney:
Executive Creative Director: Matt Eastwood
Creative Director: Adam Rose
Creative Team: Adam Rose, Matt Knapp & John Downing
Business Management: Sarah Trickey and Georgina Gooley
Strategic Planner: Russ Mitchinson
Production House: Revolver
Director: Steve Rogers
35 Comments
Good idea. poor production value (Steve Rogers shooting SP??), and lacks Macca’s usual emotional tugs. Just read somewhere that maccas are claiming this is their ‘biggest ad yet’. we don’t remember Deneen’s james Dean walking down Broadway for a Big Mac? Done by the late great big man at DDB, who Matt used to work for. Great outdoor campaign tho, and one for Matt to play on before he grabs the cab to the airport.
I think this is a GREAT idea as an outdoor ‘stunt’ but im not sure the magic of it translates in a TVC?? John, Matt & Rosey – awesome effort. Great project to be part of.
“Unwitting Sydney office workers”/paid actors.
James Dean wasn’t shot on Broadway in New York – it was Phillip Street in Sydney.
Steve Rogers shot that? What a joke. Looks terrible.
12.48 Jonesy, big man, great character, wish there were more ballsy creatives around like him today.
1.33 said walking down broadway, not shot on Broadway, NY.
It’s trying to capture the youthful spirit of the working public but it just shows the youthful spirit of a bunch of cheap actors and ad workers. It’s trying to look cheap but it just looks forced. If you are gonna make something look like it was shot on a phone go all the way!!!!!
1.33 et al. THE IDEA was he walking down Broadway. Dolts.
1.33 et al. The idea was that he was walking down Broadway. Dolts.
Well done guys – great to see some money getting spent on great ideas rather than sucked out of them
Sorry but didn’t Sizzler have that as their theme song recently?
This is embarrasing.
VOMIT
The CD made sure he got creative credit – even more embarrassing.
I think they missed a trick with this one, some build up would’ve made a big difference.
So close to being good. And yet so far.
Lame. Lame. Lame. Lame. Lame.
The only award this deserved was ‘Biggest playset in an ad’
toy shite
It is a bad version of inner child which was a great ad
I’m Steve’s biggest fan!!
I rate him the best director in Australia.
But that was poo.
Maybe the shit quality movie file didn’t help.
This is not good.
Either you make a really nice high prod value commercial or you make something really rough that looks “real”. This is kinda stuck in the middle.
Terrible grade.
Terrible acting (I’ve seen most of these faces before so I’ll assume they’re paid)
Terribly crafted.
False premise.
And the idea? If you had have tied a ‘really big mac’ or something into it, then maybe it’s clever. At the moment it’s just another ‘big’ thing with a ‘random’ crowd getting involved in it.
Should have done a street parade.
This could have been a great spot its a huge build.. Steve must of checked out. What a failure.
It won Gold the other night as judged by Mark Waites, Matt Keon, Dave Bell, Sarah Barclay, Carlos Bayala, Joaquin Molla and Sebastian Wilhelm. If you don’t mind, Geoff 11.27, I’ll take their opinion over yours. You obviously have no idea. And just verified your ineptitude with your ridiculous comments. Cheers.
The idea probably won Gold. The spot’s an utter piece of poo.
The outdoor won gold. And rightly so. But I am shocked that this was directed by Steve Rogers. Terrible waste of what should have been absolutely brilliant. Sorry dudes! Hope the outdoor picks up elsewhere.
Almost as good as their burgers.
I actually don’t want maccas to do another good ad ever. They’re killing peope with their food. If you like hamburgers go to grill’d… fucking genius. And it will go mouldy after a week (not look perfect after 3 years).
Sooooooooooo contrived. Better as a stunt than an ad.
What a shocker! Guess it proves that everything one touches does not turn to gold.
Nice one, John!
I watched this with a friends last night who is not in advertising and I asked his opinion.
All he said was: It looks cheap.
And thats probably what most people think, it doesn’t look like a “real” shoot with hidden cameras because of the angles and the way its out together. But the editing and music and camera makes it look very amateur. And the actin
full flush
What an epic fail. They are so obviously actors. And how is it Maccas biggest ad ever? This and VB – double fail.