McDonald's Radio HEAD CHEESE by Leo Burnett New York

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Industry Fast food
Media Radio
Market United States
Agency Leo Burnett New York
Director Pete Lefebvre, Jennifer Faust
Creative Director Andrew Clarke, Kash Sree, John Montgomery Leo Burnett
Account Supervisor Kevin Reilly
Released September 2004

Credits & Description

Advertising Agency: LEO BURNETT, USA, Chicago
Creative Director: John Montgomery/Kash Sree
Scriptwriter: Jennifer Faust/Pete Lefebvre/Amy Servidea
Agency Producer: Glant Cohen/Patrick Brennan
Account Supervisor: Kevin Reilly
Advertiser's Supervisor: Marlena Peleo-Lazar
Director: Jennifer Faust/Pete Lefebvre
Sound Engineer: Kevin Howlett

Script in English

Felix: This is Felix Blunk of Blunk’s World Famous Deli. McDonald’s now ha a Buffalo Chicken sandwich with spicy Buffalo sauce and real crumpled blue cheese. I’m going toe to toe baby. They got blue cheese? I got head cheese. Everyone knows you can’t get a good head cheese at McDonald’s. I’ve tried. Blue cheese? That’s old school. Head cheese is the cheese of the future. McDonald’s probably thinks it’s a cheese. But it’s not. It’s a state of mind.

VO: New Oven Selects Deli Sandwiches.

SFX: Ba da ba ba ba... (sung) I’m lovin’ it.
Brief Explanation

Felix Blunk is a New York deli owner who hears that McDonald’s is introducing their own deli-style sandwiches. His response is to fight back. Like most New Yorkers, Felix is passionate in his quest and he speaks in his own New York style of English. He muddles his words, mixes his metaphors and loses his logic. However, his belief in himself, and his drive to beat McDonald’s at their own game, comes through loud and clear.