You don’t need telling, adland’s awash with fast food commercials and, to give them their dues, they’re not always that easy to get right. You need that certain mix of high emotion, feelgood storytelling, all crammed between two beef patties and a sesame seed bun.
So, it’s hats off to TBWA\Paris who’ve just delivered one of the most emotive and stunningly visual campaigns for burger giant McDonald’s’ French operations, all while flogging the merits of the chain’s McHappy Meals.
The spot’s simply called “Livre” – French for book – and shows the imaginative power of kids and the wonder of a bedtime story.
More interestingly, you never see any menu items during the spot and just get a glimpse of a Happy Meal box and the Macca’s logo in a split second right at the very end.
US media industry site Adweek rightly labelled the work “the most unexpected and lovely McDonald’s ad ever”.
The translation of the tag at the end reads: “Sharing a story is sharing an adventure” and is followed with: “Already 60 million stories shared in the Happy Meal”.
Get set to be blown away below:
