McDonald’s goes for World Cup without the football

McDonald’s presumably expects to do pretty good business during a World Cup and its first truly global campaign, while not directly football-related, is clearly timed for it. There are even chaps in traditional Arab dress.

From Wieden+Kennedy New York.

Supposedly TikTok friendly (brands should watch out with TikTok, social media has a habit of biting you these days.)

One of those campaigns where your first reaction is: is that it? But actually its artlessness is quite clever; it’s global (so that’s a language issue) and they’re obviously aiming for a kind of “Whassup” Budweiser effect.

McDonald’s is on a roll at the moment and this should keep things moving.

MAA creative scale: 6.5.

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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.

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