McDonald's: Desire

Advertising Agency: Innovo DDB, Zagreb, Croatia
Creative Director / Art Director: Alan Brežanski
Copywriter: Daniel Vuković
Published: September 2010

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44 comments

Guest's picture
Guest

It is nice to see the occasional advertisement that isn't absurdly obvious. Not that this is necessarily a Rubik's Cube, but still, subtlety makes a welcome change.

AssassinX's picture
AssassinX
1329 pencils

Totally agree with you.

Guest's picture
Guest

Is it a real ad though, or scam?

I mean what does it say to you? It's just bragging.

This tone works for the economist, but McDonald's? The type of people who this humour will hit with I doubt are MickeyD fans.

And MickeyD fans, IMHO, couldn't give a shit about this ad. Just give them a fag and Big Mac.

Anonymous Author's picture
Anonymous Author
1541 pencils

A graphic example of the merits of simplicity.

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

art.vs.commerce's picture
art.vs.commerce
566 pencils

simple yes. little boring, yes.

Billoughsby's picture
Billoughsby
5091 pencils

I'm lovin' it.™

And of course, it's from over the waters.

In America, we see two sorts of McD's ads:
1) the closeup of food
or
2) the people shot meant to reassure us that we're cool for choosing McD's.

I'll take this any ol' day. Why not.

"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

LeeHarvey's picture
LeeHarvey
3045 pencils

Very well put and I absolutely agree mister Billoughsby.

Migzter13's picture
Migzter13
973 pencils

minimalist ftw

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

Guest's picture
Guest

It makes McDonald's look far away and inconvenient. I'd save so much more time if I went directly to B.

Guest's picture
Guest

oh my god!!! are you kidding? that´s a closed-minded client remark.
You love McDonalds so much that you do not mind to go further to get one, even if it´s not in your path.

atb2005's picture
atb2005
13567 pencils

Such a sweet "little" ad. I agree with Billoughsby. This ad would never run in the States where McDonald's advertising is beyond pedestrian.

Jupiter's picture
Jupiter
547 pencils

burger-eating people wouldn't understand this ad...unless you're a burger eating ad man.

commenting just to gather more pencils:-)

AmOgodzzz's picture
AmOgodzzz
826 pencils

Hah, you'd be surprised. Outside the US, McDonald's is for sophisticates with refined palates. Cleanest (and most expensive) McD's franchises I've ever seen were in Europe and the Middle East. Dirtiest one ever is off Hollywood Boulevard. Gave me a magnificent case of food poisoning.

Guest's picture
Guest

its not about you OR where you've been to OR cleanliness issue dude...i'm talking about the ad...haiiizzz!

Jupiter's picture
Jupiter
547 pencils

its not about you OR where you've been to OR cleanliness issue dude...i'm talking about the ad...haiiizzz!

commenting just to gather more pencils:-)

Doyke's picture
Doyke
6 pencils

Midnight maccas run :D

Guest's picture
Guest

maybe im a little sleepy today but i really dont get this ad!!
can anyone explain please?

Guest's picture
Guest

Shortest distance between two point is McDonald's?

Guest's picture
Guest

I don't like it either. No hook for me.

Tero Ylitalo's picture
Tero Ylitalo
577 pencils

A semi-clever ad, I like. However, take off the arrows and the ad is even more interesting.

helvet.lang's picture
helvet.lang
62 pencils

wow,

the economist mac donald..
Cool but some doubts about the target...

the ad which wasn't there

dadada's picture
dadada
1715 pencils

:(

Everybody is creative, be yourself.

Guest's picture
Guest

Guess there is no delivery service in Croatia...

andyStock's picture
andyStock
666 pencils

Hmmm, not sure about this. I thought McDonalds prided themselves on their convenience. This advert makes it seem to me that if I fancied a McD's I would have to drive miles out of my way in order to get one. Not very convenient at all. Maybe I will go to my local KFC instead?

Guest's picture
Guest

'Trying to be Creative' kind of ad.

Guest's picture
Guest

I think the point being that McDonalds will help you on your way from 'A' to 'B', to re-fuel, re-vitalise and re-energise you on your journey. Well, that's what I take from it anyway. The positioning of the 'A' and 'B' I agree are not well thought out as any idiot can see that it would be far easier just to go to 'B'! Nice idea, rushed execution.

Dzsoi's picture
Dzsoi
5114 pencils

McDonalds is re-positioning itself as an exclusive, hard-to-get brand? I really thought it was cheap and all over the planet (I have been to Croatia, they are not short on McDs either). And I agree - a 'trying to be creative' ad with a lame thought and a tiny idea how to simplificate that lame message.

atb2005's picture
atb2005
13567 pencils

Once again, I'd have to disagree with my good friend Dzsoi. First, what is the thought here? And then, why is it lame? The thought is that going from point A (say, home) to point B (say, work) always involves a stop at McDonald's; hence. we have "desire" or the desire to get your favorite latte or burger from MD's, no matter how busy you might be. I agree that the ad is festivalish or "too" creative. That does not make it lame though. Finally, I find it funny when people say the "sheep" won't get the ad, referring to the uneducated or what? Who said that a college educated individual with a solid career can't or shouldn't frequent MD's??

Guest's picture
Guest

Those insights are well and good, but is the average consumer (or whomever the target of the ad is) going to actually put those pieces together at a glance? Another example of advertising that speaks ONLY to advertisers. People don't stop to read ads and analyze them on an academic level like you've just done. They look at something and move on.

Guest's picture
Guest

I don't know. This thought doesn't really suit McDonalds as many of us have said + the execution is so poor & cheap. Maybe making a by-pass at a restaurant on the way from A to B is not bad, but there have to be a more creative and elegant visual to express that. And no, I won't think about it to prove my point as long as I am not payed for this ;) It's not an easy one, I admit.

Dzsoi's picture
Dzsoi
5114 pencils

It was my comment :)

atb2005's picture
atb2005
13567 pencils

No, it wasn't. Your comment was "lame thought". His or her comment is there has to be a more elegant way...

Dzsoi's picture
Dzsoi
5114 pencils

It was me, just not logged in, my friend :) I admitted maybe not the thought is lame but the execution and the cheap visual idea made it look lame.

thedesignaddict's picture
thedesignaddict
5202 pencils

It's a nice idea, but the sheeple won't understand it.

shahidali's picture
shahidali
4063 pencils

Amazingly simple and delicious:-)

shahid

Guest's picture
Guest

There's a McDonalds everywhere. I've never had to go out of my way for one.

silvi's picture
silvi
4172 pencils

We are talking about McDonalds, people. They doesn´t need this kind of messages. People in the street doesn´t understand.

Sushi lover's picture
Sushi lover
901 pencils

I got the message right away, it is clean and simple, but just the graphic is boring to me.
People who don't get this ad maybe they thought too much on the ad itself.
But I doubt that it is the real ad since it seems like unfinished ad.

Dream needs to be big!

Guest's picture
Guest

As I understood it - you enter MD as one person (A), and exit as a diffrerent person (B)

thedesignaddict's picture
thedesignaddict
5202 pencils

I believe it's that you'll go far out of your way just to have Rotten Ronnie's.

Guest's picture
Guest

entonces no hay un mcdonald cerca mio?

elnietodeNicho's picture
elnietodeNicho
360 pencils

Too forced to smart or clever.

Guest's picture
Guest

It's one of those ads that's really reallllly wanting an award, but sad to say it's just not quite fresh or clever enough to get one.

Guest's picture
Guest

Another brand with an over blown opinion of its worth and misunderstanding of the process of choosing mcdonalds. Nobody is going to go out of there way to eat at mcdonalds. but i'm sure it'll win some agency an award and they'll go on to tell clients they built the mcdonalds brand.

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