McDonald’s is currently reviewing its US creative although not too many agencies seem keen to pitch for it as McDonald’s dickers around with its terms of trade.
Back in blighty however Leo Burnett (pitching against DDB in the US) presses on with its ‘good times’ campaign, showing some McD moments interspersed, interestingly, with some none McD ones too. The point being to show McDonald’s as part of the fabric of life rather than the whole story – which is quite grown up.
If there were Penta Pencils in the UK for consistently good advertising Leo Burnett and McDonald’s would be a contender – despite the fast food giant’s struggle to stay relevant against rather more exciting fast food offers.
Maybe McDonald’s USA should import some creatives from London.
MAA creative scale; 7.