McDonald's Sweden: Joke

Advertising Agency: DDB Stockholm, Sweden
Copywriter: Magnus Jakobsson
Art Director: Fredrik Simonsson
Production: Daniel Liljas

Related videos by Shutterstock

23 comments

Disco Munky's picture
Disco Munky
3900 pencils

Maybe Swedes are more easily amused that me, but if I'd seen this poster I'd have either a) ignored it because I'd know it was April Fools, or b) Thought McDonald's had gone completely bananas and headed straight for the BK lounge, where I know I can get a larger, more delicious burger for a reasonable price. In fact, this could have been an awesome April fools ad for Burger King. Swap the logo in the bottom corner, and the message changes. Burger King are just pointing out that McDonald's burgers are over priced for what they are and you should come to BK to hang out. It could be a guerilla style campaign.....just for one day.

Doin' it for the points

Guest's picture
Guest

FUNNY.......NOT!

Guest's picture
Guest

great ad. talk about new thinking when it comes to communicating price. brave, self confident and fresh.
dont listen to anyone else here. this ad actually requires some brains to get.

ricklongo's picture
ricklongo
1244 pencils

Um, no it doesn't. I doubt anyone here doesn't get it. It's just not funny. At all.

Guest's picture
Guest

Refreshing take on communicating price. extremely brave and fresh.
dont listen to anybody else. this is ad takes some brains get.

Guest's picture
Guest

done by Eram France maybe 10 years ago on April fools day showing a pair of Eram shoes with a huge price.

joelapompe's picture
joelapompe
3430 pencils

Exactly! Eram did it in France and it was awarded in the French Art Directors book years ago.
It was from agency Devarrieuxvillaret - 2004 :
http://www.joelapompe.net/2009/05/22/same-old-aprils-fool-joke-tel-est...

http://www.joelapompe.net

theanc's picture
theanc
2778 pencils

That's why it's called fools day.

Guest's picture
Guest

ok ad. getting hunrgry.

Guest's picture
Guest

I live in Sweden and think this ad was good because the price wasn´t unrealisticly high. it was believable until you realized what day it was.
i think its great.

Guest's picture
Guest

Ha ha! They should do another ad next year where the burger has one extra pickle slice!

Guest's picture
Guest

Whether it's funny or not doesn't matter. What does matter is the subtext of the joke, and in this case, it's bad.

"Ha ha. We charge too much for that little burger. Ha ha. No we don't, not really." What kind of impression does that leave in the mind? The burger isn't worth what it costs. Not at 115 Kr, obviously not, but at 10 Kr? Reconsider. Is it really worth it, at the price they do charge? Maybe, maybe not. Now the customer thinks about the value of your product, which you do not want them to do. It can only work against you. Unless, of course, the customer is already very pro-McD's, and their pre-existing thoughts on the matter are that the burger is of much higher value than what it costs, and thank God they aren't really raising their prices finally because it's such a wonderful thing to buy a burger for only 10 Kr. Nobody thinks like that and if they do, you don't need to advertise to them, they already love you.

This kind of self-deprecation isn't going to win. The kind that does win is the sort that (you know it) Volkswagon did --- aw gee you guys, we just make these little cars and they're not big like yours, but we do what we can and, if you'll have a look, they're quite good little cars, even though they are, y'know, little. Aw shucks. --- What this McD's poster says is more like a self-deprecating joke that's a little too close to the truth. You know the kind, when some wannabe comedian tries to poke fun at himself and doesn't really pull it off? When it's not some petty foible but an actual vice, something he really ought to change? Behind the chuckle, there's a little bit of truth that makes you dislike the guy. Maybe he's laughing at some bad quality of his, but if he really does have that bad quality and he's aware of it and he's just going to be like that, well, it's not attractive. "Hey, I really suck. Just kidding!" Maybe it was kidding, but I still think he sucks.

April Fools! This ad sucks.

......actually, it may have a saving grace. Maybe someone looks at it and says, "outlandish! They don't cost that much!" but later it has stuck in their mind, and just to reaffirm that they're correct, they go to McDonald's to make sure the burger is still the same price. I wonder if that works. Maybe market research will find out.

icvisuals's picture
icvisuals
24 pencils

I'd expect better from DDB.

Guest's picture
Guest

No not funny at all. Sorry.

Guest's picture
Guest

Terrible!

AXAY555's picture
AXAY555
578 pencils

what if it was like this : Cheeseburger free of cost only for today.

Gualcor's picture
Gualcor
972 pencils

THat's illegal, unlees they really give them away free. it's called deceivefull advertising or something like that

--
Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.
http://www.facebook.com/gualcor

Guest's picture
Guest

they should have made really really small burgers (~2cm) and gave those away. the joke would be the size not the price (misleading sizes is ok if you say in fine print "enlarged to show detail")

Guest's picture
Guest

So do you have to be a stoned accountant to think this is funny?

Guest's picture
Guest

things must be pretty fkng grim in Sweden if this passes for humor.

See "Mr. Poo Poo Goes to the Lavatory."

Guest's picture
Guest

I think this ad is better than that french one, wich is way to obvious.

Funny.

Guest's picture
Guest

the mcdonald´s ad is much better the french one. The shoe ad gives it away immediately by stating a way to high price. The mcdonald´s ad could be real, wich is the whole point of an april fools day prank.

Guest's picture
Guest

Funny! I like it.

Post new comment

We highly appreciate your comments. When commenting please acknowledge the following guidelines: Be respectful and helpful. Do not spam or link drop.
Log in or register to post comments