McDonald's: Medium

McDonald's, It's not what you had in mind...

McDonald's in Israel changed the menu to much less calories and fat.

Advertising Agency: TBWA/Yehosua, Tel-Aviv, Israel
Creative Director: Edo Karib
Art Director: Ziv Almog
Copywriter: Ayelet Klein
Published: June 2010

Related videos by Shutterstock

28 comments

Guest's picture
Guest

yeah....if I saw that as size tag, I'd think I was a fat ass.

Jaap Grolleman's picture
Jaap Grolleman
7006 pencils

After a while I understood it, they are sizes. At first it looked like some weird Scrable to me. They shouldn't had made those labels square. But even then I don't like it. So McDonalds is medium now??

Guest's picture
Guest

really? scrabble?

Guest's picture
Guest

Honestly, I guess you should stop commenting on ads in AOTW, since the portfolio in your site is, at best, pedestrian (that's way below trainee level). I must say I really appreciate your gumption to make public your shoddy website.

Guest's picture
Guest

agreed

Guest's picture
Guest

McDonald's stands for FAT ASS....

Guest's picture
Guest

McDonald's in Israel changed the menu to much less calories and fat.

Guest's picture
Guest

really? that's awesome!

Billoughsby's picture
Billoughsby
5091 pencils

Nice looking. I'm guessing they're saying McD's is not size 52 double knit tent pants. That's the rap it gets, and McD's is hitting it head-on, after a fashion.

The problem I have with this, of course, is that to even address this question or issue smacks of protesting too much. Set up a traffic cam outside a McD's and watch all those double wide people coming and going. So in deciding to "keep it real", they essentially have to keep it in the realm of denying and unreal PR.

"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

TommyO's picture
TommyO
1866 pencils

Is this an attempt to create an identity between McDonald's and Medium size?
I don't buy it.

gon_enelcamino's picture
gon_enelcamino
837 pencils

medium size burgers? This would be a nice Burger King ad... in fact, I think it has already been done this way

Guest's picture
Guest

dont misguide with creatives mate.....

Guest's picture
Guest

this ad was just a small part of the McD campaign in israel.
there were print and TV ads (http://www.youtube.com/watch?v=uSwbJsmA9V0) that compared between McD products to other food products, most of them considered healthy (like Mosley).
The McD products in israel are much different from anywhere else in the world: Big Mac has 576 calories all over the world but in israel only 380 calories per unit (same size 210 g), So come and eat here - its healthier.
ziv

akshaysrikar's picture
akshaysrikar
420 pencils

you are not fooling anybody McDonalds. Whatever said and done everybody knows you'll always be in the 'L' & 'XL' range.... always. maybe even 'XXLL' .

but that doesn't mean im going to throw my Quarter Pounder away, screw that, im lovin it.

Cube's picture
Cube
458 pencils

this will never convince anyone.

royschellekens's picture
royschellekens
390 pencils

Yes it does. It convinced me not to go tonight to stay a size S.... :-P

http://twitter.com/royschellekens

Hate advertising? Make better ads.

headoffice Communication's picture
headoffice Comm...
174 pencils

I don't agree with what it claiming it copy.

ERROR404's picture
ERROR404
770 pencils

misleading and bad copy.

Jupiter's picture
Jupiter
547 pencils

I'll buy any meal... but not this one...

commenting just to gather more pencils:-)

himanshu prabhakar's picture
himanshu prabhakar
473 pencils

Smart concept i like it! but u have to do smart execution

Himanshu Prabhakar

Guest's picture
Guest

very good

monsieurange's picture
monsieurange
520 pencils

Trucho!

Guest's picture
Guest

VERY LIKE

Ohkamp's picture
Ohkamp
227 pencils

Interesting idea but it doesn't quite work for me. I kinda need to see a direct change from big to small. Instead, this just puts me in the middle and shows all the other sizes along with it. Thanks for sharing though!

Guest's picture
Guest

Ya he visto la idea y el recurso unas 400 veces. Incluso con Burguer.

Billoughsby's picture
Billoughsby
5091 pencils

I agree! bring back the Hamburglar and Mayor McCheese.

"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

Anonymous Author's picture
Anonymous Author
1541 pencils

What about McD's was I supposed to have in mind in the first place? And anyway, they don't even look like real sanitary pads.

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

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

velle's picture
velle
1550 pencils

it doesn't work.
the take out i got was, mcd is now available in Regular (medium) and not just XL, Large, and Small. we all know Regular has always existed so it's confusing.
the size labels just add to the confusion. the copy isn't helping.
i understand what youre trying to say, but you shouldnt have to explain it in a rationale for us to get it

Log in or register to post comments