McDonald's: Billboards 200m-197m

Advertising Agency: DDB Denmark
Creative Director: Jesper Schmidt
Art Directors / Copywriters: Anna Just Melson, Mikkel Møller, Bue Peitersen
Published: June 2009

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52 comments

Guest's picture
Guest

Thanks to McDonald's I have already walked 3m without walking!

Reality Check's picture
Reality Check
1799 pencils

This is outdoor that knows it is silly, and does little to deny it.

Guest's picture
Guest

Haha.. Very simple and clear..

Guest's picture
Guest

impressive!!!

Guest's picture
Guest

It could have been funny if they made the right one a fake running shoe ad.

Guest's picture
Guest

no it couldn't have been.

Guest's picture
Guest

....so....the right sign is closer to mcdonalds, than the left sign.....and ......that's.....why i .......
I'm sorry but I think I don't get it toghether. Can anyone help me plz?!?

Guest's picture
Guest

Go to OZ, Buy a brain.

jorj's picture
jorj
638 pencils

After 66.666667 billboards u will find it.

vergnaudl's picture
vergnaudl
19 pencils

Love it!
Branding, big logo, no costs... and smart.
Client is happy.
Creatives are happy!

Guest's picture
Guest

both creative and commercial department are into a wank on a sandwich and the client eats it with a smile.

Brilliant :)

Guest's picture
Guest

It's good as a yardstick ;-)

Guest's picture
Guest

is it maybe because of the M logo? repetition of in the m?

really didnt get it.. is it saying, its enough to know what way how far mc donalds is?

jorj's picture
jorj
638 pencils

it seems ur happy too

Guest's picture
Guest

Don´t get it, and probably the regular costumer, the regular audience, neither.

Guest's picture
Guest

I guess the average mcdonalds patron is not the brightest person in the world...

Guest's picture
Guest

Ok, I know going to McDonalds is NOT the smartest thing to do, but hey, no need to call your consummers stupid, Ronald!

Ed Mintone's picture
Ed Mintone
585 pencils

i’m lovin’ it

Guest's picture
Guest

Please explain me?

tirthomitro's picture
tirthomitro
2724 pencils

cool. yeah!

they showed me a picture & i laughed
dignity has never been photographed

everartz's picture
everartz
7611 pencils

am i missing something here?

| Everartz |

Guest's picture
Guest

this is brilliant!!!!!!

Guest's picture
Guest

what's the idea?

zmekyus's picture
zmekyus
120 pencils

rather retarded...

Guest's picture
Guest

AGREED, rather retarded creative. Do they think it's a clever idea? Reminding them the distant? It's a bloody roadsign/ traffic distance direction sign.

Guest's picture
Guest

Um, there are two different restaurants, in that direction, three miles apart...

AmOgodzzz's picture
AmOgodzzz
826 pencils

No, you don't get it either. After you've walked past the billboard on the left, which is 3m long, you will be 197m from the McDonald's, which is what the sign on the right is saying. Very simple. Gosh, some of you are questioning the intelligence of McDonald's customers but I can guarantee that 80% of them are smarter than many of you.

Guest's picture
Guest

idd , m stands for METERS.

Guest's picture
Guest

Wow! Now that you explained that to me, I'm loving this idea! It's so clever! It makes me want to go to McDonalds really bad!!... NOT
All this outdoor tells me is that it's 3 m long. And that, my friend, is stupid.

Guest's picture
Guest

tree art direktors on that? not very effizient.

But its a great idea. for all those, who really love it

Guest's picture
Guest

is there any idea in that 6 m?

Guest's picture
Guest

It only makes sense if you translate it from Danish into American English, unless you happen to be a Dane. Or Canadian. Or Kenyan. Or just about anyone except American.

dave.swanson's picture
dave.swanson
127 pencils

I absolutely love this ad. simple. clear. and humorous. a well played ad by a well established company.

Guest's picture
Guest

I dont quite like the ad... its quite stupid and would be found humorous only by people who are rather simple minded. its not funny period.
spatnik.blogspot.com

Guest's picture
Guest

YOU'RE NOT FUNNY PERIOD!!!

Javier Ramírez's picture
Javier Ramírez
1245 pencils

No entiendo.

Chief Creative Director Nexus BBDO

spatnik's picture
spatnik
3 pencils

Didnt understand at first for i thought there was a deep meaning to it. however tht wld be xpecting too much and maybe the customers of Mcdonalds are nt tht intelligent. an ad they could hve done without
http://spatnik.blogspot.com

Guest's picture
Guest

It just wants to capture your eagerness to go to a McD. Like saying, "Hangin there bro, McD is just 200 m more.. 197 m.. 195 m..."
It's funny.

Guest's picture
Guest

anyone can tell me what is the idea

dadada's picture
dadada
1719 pencils

Many commentators are speaking about how they're intelligence and smart, but none of them gives the reason why this billboard is so brilliant.

Everybody is creative, be yourself.

wild_fire's picture
wild_fire
91 pencils

this would be good if they placed the ads side-by-side until it reaches the actual spot. i guess that'll cost too much, but it'll have a bigger impact on the consumer.

Blashyrkh's picture
Blashyrkh
32701 pencils

Instead of placing an usually boring ad they made the billboard a bit functional and simple. Good idea but not as brilliant as they say.
FIY "m" stands for meters, "nm" or"mi" stands for miles.

Guest's picture
Guest

funy

Guest's picture
Guest

Awesome!

Why?
Instead of having a "200 m" sign that you just wouldn't notice, the second sign definitely grabs your attention. Then once you get the "joke" you are pretty much forced to form the mental picture of walking to the McDonald's. You don't have to be stupid for the ad to be effective, really.

Guest's picture
Guest

I'd like to see the rest of the campaign. McDs 194 m... etc. :-) Actually I like this. It builds anticipation and makes the trip to McDs more exciting and important.

louiezuniga's picture
louiezuniga
4 pencils

i got a kick out of it. simple message that speaks to the fast food lovers out there.

Guest's picture
Guest

Suppose you went to the stores with a friend, just for shopping. After three hours of walking, you want something to eat, but you don't know where to go. Suddenly, you see this billboard. It tells you that McDonalds is 200m away. You think it is not so close. You see more carefully and you realize that the next billboard, says it is already 197m away. Yu realize that, anyway, 200 (or even 197) meters, is not that much distance. You decide to go to McDonalds. Success.

Guest's picture
Guest

Is this a briliant idea?

chillubi's picture
chillubi
7 pencils

I love it! Simple is best.
And apparently so does the Eurobest jury. It's shortlistet on the Outdoor category!

Charlie_12's picture
Charlie_12
97 pencils

Not understood please explain

murrey87's picture
murrey87
34 pencils

Seriously good. Simple and effective. Well done McDonald.

Shiply on Smart2020.org

peter drucker's picture
peter drucker
2 pencils

I'm dying with laughter reading some expert explanations.
It's just so simple: McDonalds - because when you have 200 kg, each meter is an essential!

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