McDonald’s Canada has unveiled a series of new ads to promote its new Big Mac and Bacon that couldn’t be further removed from its typical, cutesy “I’m lovin’ it” catchphrase.
The black and white ads come across as a piss-take on cultural norms where “sophisticates” wax lyrical on the fusion of the traditional Big Mac and the addition of a sizzling slice of porcine.
The series of 30-second spots launched in Canada during its Super Bowl telecast over the weekend and are the work of Toronto-based agency Cossette. There’s also an iteration in French for the Quebecers.
Apparently the brief was to parody haute couture fashion with one of the characters bearing an uncanny resemblance to Vogue supremo Anna Wintour.
Commenting on the spots, Cossette’s ECD, Peter Ignazi, said: “We had the actors try on countless ridiculous looks, but most of our wardrobe choices didn’t come close to matching what they wore to casting. So for many of them, what you see them wearing is exactly how they came in. One of the characters on social actually made his own clothes – a grey utilitarian jumpsuit with clear plastic vest.”
Check ’em out below:
