McDonald's Radio WAITING 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: Blunk here from Blunk’s World Famous Deli. Big deal if McDonald’s has a Turkey BLT with toasted bread! And so what if people can drive up and get ‘em quick. What’s wrong with waiting? What’s with this instant gratification anyway? I want to know – and I want to know right now! Slow down. Smell the pastrami. Watch out McDonald’s. Once people realize you’re robbing them of their previous waiting time, the tides are gonna swivel.

VO: New Oven Selects Deli Sandwiches.

SFX: (sung) Ba da ba ba ba. 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.