McDonald's: Beef CV

Advertising Agency: FP7 McCann, Dubai, UAE
Creative Director: Georges El Hoyek
Art Directors: Cesar Bautista, Paola Mounla, Javaid Siddiqui
Copywriter: Kamlesh Shankar
Account Directors: Firos Malaydan, Mazen Sous


Pedestrian's picture
492 pencils

I get the concept, but that's a hell of a lot of reading.

morse's picture
16752 pencils

I agree. Lot of reading, but it's clear even if you don't read all of it. 100% Pure Beef. Hired.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

silvi's picture
4172 pencils

I don´t like it. Too heavy copy. Not to creative.

HappyHour's picture
2381 pencils

seems first thought. a pretty weak one at that.

Guest's picture

Good concept as a way to illustrate selectively choosing beef, but unfortunately the copy is as dry as the patties themselves. And there was a real opportunity to be humorous and quirky - heck, even just FUN (especially considering the brand).

The other problem with the copy is that it alludes to things that are unappealing e.g. grilling on two hotplates (versus an actual grill), and slaughtering of beef (we know where it comes from but it's still a food ad and needs to maintain its appeal).

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Don't have to read it fully to make it work. It's pretty clear. It works, but not hugely creative.

Sushi lover's picture
Sushi lover
907 pencils

when I first see this ad, I kinda get the idea. but just the long long long reading, I gave up to dig more about the idea.
the long reading kinda scary me out.

Dream needs to be big!

Dzsoi's picture
7194 pencils

Make the copy shorter or more funny/interesting. Idea is there absolutely.

pez's picture
1800 pencils

This is really ugly... Not deserves to be here at aotw for me...

Bitty86's picture
71 pencils

I suppose this isnt called the best ads of the world or even good ads of the world. Just ads of the world... this is an ad that is all

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