afaqs!

The fresh value idea from McDonald's

By Biprorshee Das , afaqs!, Mumbai | In Advertising | August 13, 2010
Continuing with its promise of providing value for money, the latest television commercial tells the tale of how a treat at McDonald's would not hurt the wallet much

The next time a friend asks for a 'treat', the word should not be all that dreaded, says fast food giant, McDonald's. Continuing with its communication around the value for money idea, the latest commercial takes forward the Happy Price Menu concept.

& #BANNER1 & #Best food at value prices has been the brand's chosen promise for some time now. While last year's communication centred on the littlest reasons to celebrate, the year before was food at prices of old days. This year, the idea is more for less.

The latest commercial created by Leo Burnett weaves a story around a bunch of working executives. The film shows the group in a board room, where their boss is conducting a meeting. Strangely, the boss's pet dog is also playing in the room. While petting the dog, one of the executives accidentally tosses the ball it was playing with out of the window. True to form, the dog jumps from the window to fetch the ball.

As the boss fails to notice what happens, the rest of the group convey through gestures to the shocked culprit that only a treat at lunch would be adequate incentive for them to keep things under wraps. The group is then shown enjoying a meal at McDonald's. The executive in question does not mind, as the treat turns out to be not so heavy on the pocket after all. The film ends with him saying the signature line - "I am loving it".

The film has been directed by Vivek Kakkad of Curious Films. The creative team at the agency included Nitesh Tiwari, executive creative director, Tushar Kadam, creative director and Brijesh Parmar, art director.

Talking to afaqs!, Rameet Arora, senior director - marketing, McDonald's India (West and South) says, "Every year, McDonald's has brought new excitement through its communication. Our belief is that consumers are familiar with the brand that is a mass concept. The brief has been to find new, engaging ways to reinforce value to the consumer."

"The idea in the film is to show that you do not have to think twice before treating someone with the kind of value you get at McDonald's. Value is the key pillar to the brand. It is something that allows more access to an increasing number of customers, along with the promise of quality product, convenience and brand experience," Arora adds.

Kadam says that multiple executions are possible with the thought. The film is a tongue-in-cheek reference to show that it doesn't take much to get out of trouble, along with the positioning of the brand that is of great value every day.

The film is a part of a series of commercials, the second of which will soon go on-air. The campaign is being supported by outdoor and radio promotions. Outdoor advertising for the brand is handled by Milestone; while Madison has the media mandate.

Value for thought

The fraternity's responses to the TVC are mixed. While some like the setup, others find the execution lacking in finesse.

"It has an interesting setup. I am not too sure of how many people in India take their pets to work; but that does not take away anything from the setup," says Brijesh Jacob, managing partner, White Canvas.

However, he does not find it as interesting as the brand's earlier commercials. "If it's about the price point, it's not as clear-cut, smart and witty as the 'Aap ke zamaane mein baap ke zamaane ka daam' campaign. If someone plays back that this is a price-point commercial, I will be pleasantly surprised. People will remember the jumping dog more than the price point on offer," he adds.

Raj Nair, regional creative director spots the attempted strategy of communicating a good eat at an affordable rate, but he thinks the execution could have been better.

"The execution seems lacking in finesse and an insightful story. In this case, I am guessing that some people will like the joke and some may not, as is always the case with jokes. I feel that a human truth or observation may have connected a bit better. And that could very well have been funny as well," he points out.

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