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Burger King wins most of the ad plaudits these days for its various turns on guerilla marketing but good old McDonald’s sticks to its last – at least in the UK where it emerged as the second biggest traditional advertiser with £156m in 2019 – and it seems to work.
Leo Burnett’s oeuvre seems designed to embed McD into the fabric of British life – which it is – and ‘Night Workers’ is a good example, hymning the people (and McD staff) who work, largely unseen at night. It’s a neat idea to make them invisible, for a time at least.
Top of the range stuff from Leo and proof that persistence does pay off for even slightly unlovable brands.
MAA creative scale: 8.
