McDonald's has launched its biggest ever TV campaign in Australia, with a spot
featuring Sydney office workers and characters Hamburglar and
Grimace.
The campaign, called “Playland”, features characters from
previous McDonald's marketing activity not used for years such as Officer Big
Mac.
The commercial was created by DDB Sydney and starts with unwitting
Sydney office workers discovering the largest McDonald’s Playland ever
constructed at Customs House, Circular Quay while on their daily commute to
work.
The three-story high structure features a Hamburglar swing, 2.5
metre high Ronald McDonald bench, slides and Fillet-O-Fish bouncers.
The TVC
captures the stunned reactions of the commuters, then moments of childlike enjoyment as they engage with the Playland.
DDB creative
director Adam Rose, said: “Playland is simply about unbridled fun. It gives real
meaning to the tagline ‘I’m lovin’ it’ and reminds us adults how wondrous the
world can look to a child. It does this in a way only McDonald’s could. Bringing
back old-school characters like Grimace, Hamburglar and Officer Big Mac was a
lot of fun.”
DDB Sydney executive creative director Matt Eastwood, added:
“McDonald’s is an iconic brand and this TVC reflects their unique brand
personality. We’re thrilled with the end result – it was a huge effort by all
parties involved and a great achievement in the industry in terms of the
creative and production elements.”
The 60-second TVC will air for the
first time today, with a 30-second version to follow on 17 October.
At
the Outdoor Awards last night, Playland won a Gold award in the Most Innovative
Outdoor category and a Silver award in the FMCG category.
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