BETC Paris finds an unlikely edge for McDonald’s

It’s always worth taking a look at anything that emanates from BETC Paris, even a thirty second ad plugging a cheap menu.

Here, in ‘The Flood’ we have a young girl making the above clever choice and then being asked to exercise said intelligence on a matter of greater import. After being, seemingly, abducted.

You’d never get away with this in the UK, you’d have Mumsnet and others crawling all over it.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.