McDonald's / Coca-Cola: Stairs and escalators

Advertising Agency: DDB, Stockholm, Sweden
Creative Director: Andreas Dahlqvist
Art Directors / Copywriters: Simon Higby, Viktor Arve, Felix Söderlind, Tove Eriksen Hillblom
Photographer: Alexander Pihl

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39 comments

Guest's picture
Guest

it would be better the other way round

Guest's picture
Guest

Agree 100%...so obvious, how can they missed that????

teenie's picture
teenie
1894 pencils

Totally disagree. If you're taking the stairs you can afford the calories. If you're on the escalator you're probably out of shape and need help.

It's a joke. The other way around wouldn't have been funny at all.

djspiralz's picture
djspiralz
491 pencils

If you drink Coke Light, you're already making enough to keep in shape. So you can take a break and use the escalator.

brc912's picture
brc912
105 pencils

Totally agree with you. People who take the escalator are lazy and probably overweight, thus the need for diet coke! Still doesn't save this from being bad. This seems like they are advertising on stairs just to say they advertised on stairs. There is no other meaning other than that.

Guest's picture
Guest

oh good. more stuff on stairs. lets move guys...

everartz's picture
everartz
7611 pencils

your right... lets move....
--
Everartz

| Everartz |

Guest's picture
Guest

If you are a "light"person, you'd defenetly use the stairs other than the escalators.
WRONG!

Guest's picture
Guest

Doesn't work and is quite dull and has been done so many times by other brands but better.

It is the wrong way round.Light coke means less calories,so taking the stairs would be more relevant.

positioning one product against the other means one comes off badly,in this case it's standard coca cola ie;Drink coca cola and you lazy and fat,drink diet and your not.We all know this but you DON'T say it!

Guest's picture
Guest

Yes agree , wrong way round ...the agency could explain why???? (they are not dum)

Guest's picture
Guest

Sometimes clients think that way ...the wrong way. ( some young MD that needs to prove something to his big boss )... they usually say to the agency , "i love the idea but..." and the agency says "OK for money" and changes the idea ....and do the wrong work. This campaign for Coke can be a exemple...i hope for the agency!!!!

thirty6chambers's picture
thirty6chambers
1464 pencils

here's the other point of view, to solve the big mystery for everyone. you don't need the exercise if you're drinking diet coke.

Guest's picture
Guest

I saw it thirty6chambers way too. wtf is wrong with the rest of you?

Guest's picture
Guest

That's how I saw it aswell, this is great stuff. It's going to win a load of prizes.

Guest's picture
Guest

if this wins awards, I'm going to vomit. Vomit for days and days.

Guest's picture
Guest

If you're too lazy to climb the stairs, it's probably because you're fat. You need diet coke.

That was my take.

corre's picture
corre
196 pencils

that's exactly what I thought. So it's not necessarily the wrong way round. Drink diet coke and you spare some calories so you can afford to be lazy and take the escalator.

Guest's picture
Guest

Very nice love this ambient

simon.gross's picture
simon.gross
541 pencils

I think they got it the right way round. Fat people drink diet coke. Everyone knows that. Fit people don't even think about it.

sneakyhands's picture
sneakyhands
1857 pencils

what an eyesore

Guest's picture
Guest

hello geniuses! coke regular=heavy, not moving. coke light=light,MOVING up

Guest's picture
Guest

hello geniuses! coke regular=heavy, not moving. coke light=light,MOVING up

Guest's picture
Guest

hello geniuses! coke regular=heavy, not moving. coke light=light,MOVING up

Wordnerd's picture
Wordnerd
6662 pencils

How about: coke - calories, move your butt. light - no calories, be lazy. but who can tell. the comments here just show it's not clear at all

mattndan's picture
mattndan
953 pencils

I understood it fine, it's not bad...nothing more though.

Corbeen's picture
Corbeen
1070 pencils

the idea is bad, but the good thing is that looks like a bad photoshop :)

Guest's picture
Guest

When i first saw the ad i thought it was the way round! But then, surprisly for me, it was not!

Why the hell??!

Guest's picture
Guest

This is a brilliant idea. Brilliant. Wish I had done it.

Guest's picture
Guest

This is super super great. See you in Cannes!

Guest's picture
Guest

The last two guest commentators: Can I guess you work at the agency?

Guest's picture
Guest

This are great. ignore negativitie.

Guest's picture
Guest

OMG! I can't believe how many people are viewing this site (who might work in advertising) who are...uhh...well...I'll just be nice and say, not so adver-smart. An endless argument about what side the Coke and Coke Light advertising should be on (stairs or escalator) can be easily quelled by looking at it strategically.

The strategy for a piece of advertising like this would go something like this:

People who tend to avoid the stairs and use an escalator instead, should probably be drinking Coke Light, in order to not do a double-whammy of A) being lazy and B) ingest more calories. On the other hand, people who tend to use the stairs, even when there's an escalator nearby, can get away with drinking regular Coke.

With things like this its often good to imagine the "voice" of the advertising. In this case, Coke is telling people, "Taking the stairs? Good for you! Have a Coke. Taking the escalator? Better have a Coke Light."

Either way, indeed, anything with the stairs or escalator has been done to hell and back. But its a smart, simple idea. Although it'd be nice if there was a payoff at the top of the stairs and escalator. Like a smart poster or something placed to reinforce the message, just in case people weren't into staring directly at the floor while they're walking.

Guest's picture
Guest

Finally a comment from a creative who doesn't work at a second rate B2B agency. For the record, this piece of work is excellent.

scarfinati's picture
scarfinati
830 pencils

Its right the way it appears. But it looks like ass.

I wouldve done all the stairs red, with one logo instead 500...

Guest's picture
Guest

Anyone who doesn't get this should be ashamed of themselves. This is a pretty sweet, simple idea executed pretty well. Its a whole lot better than most of the work on this site and I think it will get some awards.

Guest's picture
Guest

People seem to miss that this is actually an ad for McDonald´s.

remotedt's picture
remotedt
92 pencils

hmmm... i dunno... i guess i can see how this could go either way because there are obviously 2 schools of though. i think it works this way, but i think it's more effective the other way. you are more likely to sell a product that is marketed towards those that want to loose weight to a person who goes out of there way to do things to help them do so. and in the same respect, the lazy ass that took the escalator more then likely doesn't care if it's a diet product or not.

simple: health conscious people would take the stairs, we know that. i don't think however that he/she would drink a coke because they feel like they've earned it. if they're health conscious, they probably wouldn't drink it at all and would be far more likely to drink the coke light.

furthermore, telling someone "hey fat lazy ass on the escalator, if your thinking of having a coke, make sure it's diet" isn't really the best way to attract consumers to a product, is it?

Guest's picture
Guest

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