Climbers by Leo Burnett London for McDonald's

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Climbers

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Industry Fast food
Media Film
Market United Kingdom
Agency Leo Burnett London
Chief Creative Officer Chaka Sobhani
Creative Director Peter Heyes
Art Director Gareth Butters
Copywriter Laura Randall
Production Knucklehead
Director Tony Barry
Released October 2017

Credits & Description

Leo Burnett launches three films for McDonald’s ‘Great Tastes of the World’ campaign
Client: McDonald’s
Agency: Leo Burnett London
Chief Creative Officer: Chaka Sobhani
Creative Director: Peter Heyes
Art Director: Gareth Butters
Copywriter: Laura Randall
Board Account Director: Rosie Greaves
Account Director: Jassmine Vilkhu
Senior Account Manager: Stephanie Bates
Account Executive: Laura Taylor, Edward Burgess
Planning Director: Max Keane
Senior Planner: Caitlin Morley
Planner: Niall Moore
Agency Producer: Bruce Macrae
Prod Co: Knucklehead
Director: Tony Barry
Producer: Sara Cummins
Lighting Cameraman: Alex Barber
Editor: Sam Gunn at The Whitehouse
Prod Co: You Are Here
Food director: Myles New
Food producer: Ally Mee
Sinopsis:
McDonald’s is releasing three 30-second TV spots over the coming weeks to promote its returning ‘Great Tastes of the World’ campaign.
Created by Leo Burnett, these ads look to drive excitement around the limited-time range of Stack burgers.
“Sometimes, a taste is all you need,” conclude the three gently humorous spots, the first of which promotes the South African Stack with smoky BBQ sauce.
‘Savanna’ breaks on 3rd October and runs for just under two weeks, before ‘Climbers’ and then ‘Re-enactment’ break on 18th October and 1st November respectively, in both the UK and the Republic of Ireland.
The first film shows a couple being dropped off by a guide in the South African wilderness. “This is the real South Africa,” they are told. “It doesn’t get much more romantic than this…”
But the couple’s smiles turn to nervous glances as the guide lists all the wild animals that are present, before handing the couple some camping gear and driving off. We then get a view of the South African Stack, with its smoky BBQ sauce, bacon, Pepper Jack cheese, hot & spicy mayo in a paprika-topped bun.
‘Climbers’, the second in the series, shows a young couple in the Swiss mountains. Their guide introduces the 14,000-foot climb and abseil they will shortly be embarking on, while they listen on anxiously, with the voiceover then turning our attention to the McDonald’s Swiss Stack with Emmental cheese sauce.
The third, titled ‘Re-enactment’, shows two young men dressed in traditional gladiator outfits being taken to an arena and invited to fight. “To survive you will need heat, passion and fire…” they are told, but what initially appears to be a joke soon becomes all too real.
“Sometimes a taste is all you need,” repeats the voiceover, this time showing the McDonald’s Italian Stack with Pepperoni.
Peter Heyes, Creative Director at Leo Burnett adds: “We have produced stronger and stronger work on McDonald’s in recent times. This year, one of our aims was to raise the standard of our promotional work. The Bobbsey twins helped us earlier in the year. Now, with this Great Tastes of the World campaign, I believe Tony Barry has helped us realise our aim for 2017.”
The campaign is integrated across touchpoints including radio, press, out of home, digital display, social and in restaurant.
Media planning and buying was handled by OMD.