XBox, Alan Wake: Sun dial

Dark is Deadly

Advertising Agency: MacLaren McCann, Toronto, Canada
Creative Directors: Sean Davison, Scott Couture, Gary Lennox
Art Directors: Arron Isaac, Ben Playford
Copywriters: Natalie Greenspan, Bill Schaefer
Photographers: LSD Photographers
Illustrator: LSD/ JP Goulet Group
Published: May 2010


Guest's picture


Jakarta Jack's picture
Jakarta Jack

The MacDonald's sun dial was better.

Guest's picture

yea am with u & this one is good too

mikeelrapido's picture
1929 pencils

I like this idea, nice one..


saidukaringa's picture
275 pencils

This one is better if not copied from there

Saidu Karinga
The Idiot

thedesignaddict's picture
5415 pencils

Positive: The medium is the message with this ad.
Negative: Little original thought. It's been done MANY times. Agency for sure knew it.

1) McDonald's - Better idea.
2) Sun Chips won a bunch of awards, and was done by another Toronto agency.

Dzsoi's picture
6717 pencils

Okay, one more time: sun dial is not an idea, not a concept. It is an empty box that you can fill with anything. Or a tool - like a hammer, you can build many things with it. "We have food for every period of the day" has nothing to do with "When the sun goes down, you will be dead".

GX's picture
146 pencils


Billoughsby's picture
5097 pencils

Another smart play on light/dark, with "Dead" reached as sun sets. Works for me.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture

I think you folks don't really understand how appropriate to the video game this ad is. The game's concept is that there is supernatural evil in the dark. So this ad simply and creepily gets that impending nightfall idea across brilliantly. A warped "M" showing that McDonalds has lots of food is nowhere near as on target to the product as this ad is.

kamala's picture
4 pencils

is soooo Mc Donalds .....

Guest's picture

yup mcd better

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