TBWA Paris crafts winning recipe for McDonald’s

Are advertisers finally wising up to the reality that they don’t need to do the same thing everywhere?

McDonald’s in the UK goes for tongue-in-cheek reality via Leo Burnett while across the Channel TBWA Paris has gone all abstract.

Compellingly so in this new McMuffin epic.

Pretty brave, not least because some food advertisers would say: it doesn’t look like food.

A niggle: why does YouTube put obtrusive trails all over everything? Well you know why, but it’s annoying.

MAA creative scale: 9.

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