McDonald’s has created a campaign specifically for its Chicken Selects offering, which runs across cinema, TV, Out-of-Home (OOH), press, social and online from Christmas Eve, across the UK and the Republic of Ireland.
This is the first time that Chicken Selects has received above-the-line (ATL) support since its launch in 2007 and furthermore, that a permanent menu item has been supported by a 60-second ad.
Created by agency Leo Burnett, the campaign breaks in cinemas, with a 60-second spot, on December 24th, and then on TV, with a 30-second spot, on December 26th. Both run for six weeks. Alongside these, social and display ads run for five weeks and OOH ads for two weeks.
In the ad, we see two acquaintances get stuck in a lift within a high-rise office building. They quickly become friends – sharing everything from shoes and music to sad memories and life stories. But when their rescuers offer them some food, with a promise that it won’t be long before the lift is fixed, it turns out that McDonald’s Chicken Selects are just too good to share. Their friendship ends just as quickly as it started.
“The brief was to drive awareness and understanding of McDonald’s tasty and quality chicken offering,” explains Leo Burnett London’s Victoria Reiz, Account Board Director. “We chose to take a gently humorous approach via the notion that Chicken Selects are too good to share.”
Creative Directors: Matt Lee & Pete Heyes
Art Director: Harry Osborne and Sam Sword
Copywriter: Sam Sword and Harry Osborne
Board Account Director: Victoria Reiz
Senior Account Manager: Emily Reed
Account Manager: Charlotte Jackman
Planner: Adriana Ferran
Agency Producer (Print, Digital, Social): Phil Horton
Agency Art Buyer: Jo Hodge
Photographer: Myles New
Typographer: Tim Fletcher, James Andrews
Graphic Designer: James Andrews
Agency TV Producer: Javre Dow
Source: Leo Burnett