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McDonald’s menu items are so recognisable that people barely need to see them to know what they are.
That’s the upshot of a devious new outdoor and print campaign from TBWA\San Juan, which features classic menu items from the fast food chain— a Big Mac, a Happy Meal, a carton of french fries — blurred out against simple single-colour backgrounds.
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“No se diga más,” reads the only copy. In English, that’s “Say no more.”
It doesn’t hurt that each impressionistic execution evokes the marketer’s classic branding in other ways — the yellow cheese on the Big Mac against the ad’s red backdrop ticks the box on its classic colour combo, while the yellow-fries-in-a-red-box and happy meal packaging are icons in their own rights.
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The real dirty trick though, is the way the images make the viewer do just enough extra work to identify the item — serving up a little puzzle-solving dopamine kick while planting the seed that maybe it’s not such a bad idea to grab two all-beef patties on a sesame seed bun.
Source: Adweek
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