McDonald's Film DUCKS 2 by DDB Budapest

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DUCKS 2

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Industry Fast food
Media Film
Market Hungary
Agency DDB Budapest
Released September 2003

Awards

Eurobest 2003
Tv/Cinema Retail Stores & Chains/Restaurants Bronze

Credits & Description

We are portraying a young man, reasonably cool, walking on the streets of Budapest, whom everybody greets and seems to know. Why is he known in the community? Because, as a McDonald's employee, he has been serving all those people. He ultimately becomes a personification of McDonald's brand.
Context

McDonald’s is so much a part of the Hungarian families’ everyday life that going into McDonald’s has become (almost) irresistible. McDonald’s has gained families’ trust and it has become a point of reference. Is is such a deeply rooted habit, that it is natural nowadays to even count on people to go into McDonald’s, everytime they see the golden arches. So natural, that even nature itself had to take into account...
Philosophy/Solution

Sometimes, when we walk on the street, we see people that seem familiar to us; we smile and wave them automatically, even if we don't know exactly where to take them from. This a gesture that is sourced by familiarity, empathy, even sympathy for and with the person we meet. We thought that this gesture is representative, if no quintessential, for McDonald's role as part of the Hungarian community today. We also took on board that for the young adults it is very important to be cool, to be trendy, as well as to have the right (& cool) style. "Hi" the first film we have produced emerged from this thought, this insight.

Agency DDB Budapest
City Budapest
Production Company: Argus Film & Art
Advertiser McDonald's
Brand Name McDonald's
Business Sector Restaurants & Fast Food
Date of First Publication 2/28/2003
Country of Production Hungary
Language English
Type Television