Maccas Ad Via DDB Sydney Pulled From TV Over Unhealthy Messaging
McDonald’s AU has been forced to pull a TV ad created by DDB Sydney after Ad Standards found it breached responsible fast food advertising standards.
McDonald’s is a member of a responsible fast food advertising initiative and has previously agreed to not advertise to children under the age of 14 years across some media unless it features a healthier option.
The ad, which was released in early February, was pulled up by the Obesity Policy Coalition who complained the ad marketed ‘high fat, salt, and sugar’ meals to children.
Jane Martin from the OPC said: “McDonald’s may claim that the themes of family togetherness and children being cheeky are designed to appeal broadly to adults as well as children.
“Yet the entire ad is from the perspective of a child,’ Jane Martin from the OPC said.
The OPC also complained that the child is rewarded with a trip to McDonald’s was a tactic used by the fast-food company and was aimed at children, while at the same time not advertising healthier options on the menu.
The Advertising Standards Community Panel upheld the complaint, finding the ad did not feature healthier options, with a burger and chips being the food represented in the ad.
The panel also found the ad was targeted to children not because of the content but due to the fact it was played in spots, like TV, where children represent over 35 per cent of the audience.
The spot has been pulled from TV, but can still be found on online.
At the time of the ad’s release, McDonald’s Australia, Marketing Director, Jo Feeney said: “In this new spot, we’re shining a light on the love that Aussie families have for a trip to Macca’s. The appeal of a trip to Macca’s with the family is brought to life through the actions of one cheeky girl and familiar scenes of life at home. Denise is the latest TVC in our year-long brand campaign and continues the narrative that no matter who you are, where you are or what you do, Macca’s will be there for you and your family.”
DDB Sydney, Creative Partner, David Joubert commented: “I speak from experience when I say that anyone who has kids will relate with fondness and familiarity to this story. Especially the lengths that our young girl goes to to undo her mischevious acts. It’s an amusing new addition to our ongoing campaign, celebrating everyday Aussie life and the role we play in it.”
DDB Sydney declined B&T‘s request for comment, while McDonald’s did not reply to B&T‘s request at the time of publication.
Latest News
Revealed: oOH!media’s Discount Deals by As Much as 95% During COVID-19
CV-19's the perfect time to (A) pick youself up some discounted outdoor inventory and (B) a 72-pack of Costco loo rolls.
Calling All Prize Seekers! Find Out How To Get Your Hands On The Newest B&T Award
Sure, they're physically a little ugly to look at, but nothing carries the cachet, prestige & raw spunk of a B&T Award.
Enigma Acquires Creative Agency Disciple
Enigma has acquired creative agency Disciple, with Judas Iscariot announced as executive creative director.
Alison Croggon Appointed Arts Editor At The Saturday Paper
The Saturday Paper now allows you to read about the end of the bourgeois capitalist system & the latest arts news.
Howzat? You Can Now Smell Like Warnie, As Spin Ace Launches Own Fragrance
Australia's favourite philanderer, gigilo & hair plug recipient, Shane Warne, has unveiled his very own eau de toilet.
IAS Announces Google Ads Integration
Just for clarification, IAS is pronounced I-A-S and not eye-arse as some B&T journalists continue to mispronounce.
Sunday TV Wrap: Ninja Finale Pulls Itself Over The Million-Mark
Australian Ninja Warrior is done and dusted for another season with, once again, no appearance of any actual ninjas.
Q&A With Rare Co-Founder And Google Creative Director Tara McKenty
Google creative director Tara McKenty founded Rare in 2017 as a way to empower underrepresented groups across the tech, media and creative industries with the tools to drive more inclusive cultures. The two-day leadership masterclasses deal with issues such as unconscious bias, marginalisation and prejudice in the workplace in a way that ensures to promotes […]
Telling Truth To Power Is One Of The Bravest Things We Can Do, Says Katie Rigg-Smith
When Mindshare's Katie Rigg-Smith speaks, you can bet B&T listens. Doubly so our editor, who's deaf as a post.
Commercial Radio Australia Unveils New Campaign Ahead Of Ratings Return
Commercial Radio Australia unveils campaign that doesn't feaure Alan singing The Buggles' 'Video Killed The Radio Star'.
Ad Standards Appoints Richard Bean As Interim Director For Complaints Handling
If there's one cease & desist letter you don't want, it'll come from Richard Bean's personally monogrammed stationery.
Burger King Turns Footage Of Drunk & Unruly Customers Into Hilarious Ad For Its Home Delivery Service
Glorious new campaign confirms nothing says "best night ever" quite like passing out in a Burger King eatery at 11.45pm.
AANA: 68% Of Aussie SMBs & 87% Of Large Businesses Still Have Marketing Dollars To Spend In 2020
This report includes informative graphs, bar and pie charts, too; and even then it remains largely confusing.
Nine Goes Virtual & Brings 2021 Upfronts Forward
Nine announces plans for 2021 virtual upfronts. So, really, you only have yourself to blame if the catering's terrible.
Action-Packed Police Recruitment Ad Pulled For Looking Nothing Like Actual Police Work
Think a career in the police force is all shooting baddies & fraternising with hot colleagues? Take a cold shower here.
Optus Offers Victorians Free Access To Optus Sport
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Is Imitating An Accent Racist? 23% Of Aussies Think So
Study reveals it's no longer acceptable to call a colleague a "flamin' galah" or announce that "a dingo's got my baby".
Audi Unveils Latest Campaign ‘Raised By Racecars’ Via The Monkeys
Who doesn't love new work from The Monkeys? Unless, of course, you're a rival agency who just lost the account, that is.
Gaming Mums? The Key Demographic That Advertisers Are Missing
Study finds mums are turning to gaming. Apparently, not drinking 24 Red Bulls & living off Uber Eats while doing it.
Gen Z Men Say Feminism’s Gone Too Far & Makes It Harder For Men To Succeed
New study reveals Gen Z men now the fourth straight consecutive generation in a row to get the willies from feminism.
Study Finds Both Conservative & Feminist Women React “Positively” To Sexualised Advertising
This study's quite academic, so B&T has had to edit out the bits where we had no idea what the boffins were on about.
JCDecaux Brings Real Red Nose Day Heroes To life To Help Raise Funds For SIDs
We're big red nose supporters here in the B&T office. Admittedly, it's more a gin thing than a child charity one.
Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
triple J Hack’s Avani Dias To Work On Collaborative Four Corners Investigation
triple J's Avani Dias to work on a Four Corners investigation which will no doubt be depressing judging by Four Corners.
ACCC Admits It Doesn’t Penalise Influencers For Breaking Sponsored Content Rule
ACCC set to keep a keener eye on influencers, as Rod Sims reveals pearly whites thanks to Kendall Jenner whitening pen.
“An Inflection Point”: News Corp CEO On What The ACCC’s News Payment Code Means For Journalism
No one hates the tech giants quite like News Corp. So, expect plenty of the usual barbs, swipes, sprays & vitriol here.
Seven Announces Spotlight Investigations Team Covering Breaking News & Deep Dives
Seven unveils new 'Spotlight Investigations' team that B&T hopes will use a proton pack & Neutrino Wand to bust ghosts.
News Corp Earnings Slump 20%, As CV-19 And Local Assets Drag The Business Into The Red
Rupert sends threatening internal staff memo that he'll "release the monkeys", as News' numbers bleed red.
Thursday TV Wrap: Nine & Seven Thursday Night Footy Clash Sees AFL Come Out On Top
TV served-up the veritable footy feast last night. Or, if that didn't tickle your fancy, there were trains over at SBS.
