Fast food giant McDonald's has rolled out the final instalment in its 'Flavours of the Games' Olympics campaign, with a new ad for its Beijing Chicken Burger once again praising late night sports fans.
The eight week campaign has been running since late May, and heralds the brand's sponsorship of the upcoming games through the release of limited edition, internationally-themed menu items. The Sydney Stack, the Barcelona Omelette, the Atlanta Pork McRib and the London Fish and Fries are predecessors to the new Beijing Chicken Burger.
Created by DDB Group Sydney with media by OMD, the campaign features a suite of television spots, out-of-home, radio and online executions, each fronted by a boisterous pair of young men who aim to embody the diehard spirit of Olympic fans.
DDB Group Sydney executive creative director, Dylan Harrison, said in a statement: “The challenge to stand out during the Olympics demands a distinctive, yet relevant association between the brand and the games. The sweet spot for us lands on the super fan.
"The people who stay up all night watching the games are the same kind of devotees who could fantasise about Macca’s when they crave it. When these two loves come together, hey presto you’ve got an Olympic burger range.”
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