These outdoor ads are great. For one, they’re legible from a car, train, bus or on foot. Also, the ads do not mention the product name or company name. There’s no logo to make bigger. By taking an intelligent minimalist approach, there’s room in the campaign for the customer to “do the math.”
Created by Leo Burnett London, in collaboration with renowned typographer David Schwen, the creative features ingredient stacks that are so recognizable, viewers of the work know the iconic McDonald’s products described in the ads.
Pete Heyes, Creative Director at Leo Burnett, said, “McDonald’s is a leader. Only a handful of global brands can communicate like this.”
Meanwhile, In America, It’s Perfect Made Perfecter
Wieden + Kennedy/New York has introduced new product-focused ads for the Golden Arches.
Like the brand’s British outdoor featured above, this ad that is concerned with the ingredient stack. Customers, on the other hand, are likely to enjoy two slices of cheese, wherever they might be placed between the buns.
Also, considering how Don Trump’s “perfect call” is at the center of the Impeachment trial, “perfect” seems like the wrong word to use in a hamburger advert, right now.
Plus, “it’s perfect made perfecter” is one of those clever lines that people tend to reject on its face. McDonald’s burgers are not perfect. The claim made in the spot is the burgers are now “hotter and juicer” than ever, but there’s nothing to substantiate the claim.