Macca’s & DDB Sydney Unveil Summer Campaign Featuring Bon Jovi’s ‘Livin’ On A Prayer’
McDonald’s and DDB Sydney have debuted a new creative platform, “Together & Lovin’ It”, to kick off a Summer of great Aussie combinations: family, friends, and flavours.
The platform spotlights that when things are combined in just the right way, great things can happen. Especially during a Summer in which Aussies will be “Together & Lovin It”.
In the lead up to launch, the platform was teased by showcasing great Aussie combinations and asking people who they are going to spend their Summer with through print, social, OOH, TV, and in-stadium executions.
The official launch has now been led by a hero TVC celebrating the magic of a road trip to bring people together.
The 60” spot features cars packed with family and friends, a man changing a muddy tyre for a vehicle with the numberplate NU663T, and one duo on an electric scooter, all set to the most epic sing-a-long of all: Bon Jovi’s ‘Livin’ on a Prayer’.
The thought of “Together & Lovin” It’ has been extended through multiple activations including billboards at Sydney airport to welcome people back home, a social content series to bring the beauty of a road trip to life, and much more.
Altogether, the fully-integrated campaign – the brand’s biggest Summer campaign ever – stretches across TV, print, OOH, radio, digital, PR and social.
McDonald’s marketing director Tim Kenward said: “Macca’s is an iconic part of Aussie summer. In addition to bringing together the perfect combination of ingredients to make our iconic products, Macca’s is also known for bringing people together to create meaningful memories.
“After a year of constant change, ‘Together & lovin’ it’ is a timely reminder of the joy and happiness that comes with being together with friends, family and those we love.”
DDB Sydney executive creative director Matt Chandler added: “This is the Summer of being reunited, of roads packed with people off to see loved ones, or going on holidays. And a road trip just isn’t the same without a trip to Macca’s. This campaign is all about capturing the thrill of being together and lovin’ it. Because as a wise man once said, ‘We’ve got each other and that’s a lot.’”
From now until the end of Summer, Macca’s is ensuring people are “Together & Lovin’ It” through a range of iconic brand partnerships, collaborations, promotions, and new menu items, including the recently announced Tim Tam McFlurry, Chicken Big Mac, Big Mac Bacon, Onion Rings, and BBQ Sauce, with more to come.
The campaign also features media sponsorships, including bespoke sing-a-long movies with Moonlight Cinema, and Macca’s Summer of Spin with Warney and Vaughny (cricketers Shane Warne and Michael Vaughan).
The first work as part of the new platform caps off DDB’s 50th year of partnership with McDonald’s locally. The brand celebrated its 50th Australian birthday in July with a campaign thanking customers and crew members alike.
Credits:
Client: McDonald’s Australia
Chief Marketing Officer: Chris Brown
Marketing Director: Tim Kenward
Senior Brand Manager: Liz Whitbread
Brand Manager: Chloe Brannagan
Creative, digital and PR agencies: DDB Group Sydney – DDB Sydney, Tribal Australia, and Mango Communications
Media agency: OMD
Production company: Scoundrel
Director: Tim Bullock
Producer: Morgan Benson-Taylor
Executive Producer: Adrian Shapiro
DOP: Shelley Farthing- Dawe
Production Designer: Miles Pitt
Post-Production: Adam Wills
Editor: Adam Wills
Colourist: Fergus Rotherham
Flame: Soren Dyne
Sound: Sonar
Executive Producer: Sophie Haydon
Sound Design: Timothy Bridge
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.