McDonald's: The M

A sandwich for experts.

Advertising Agency: DDB, Budapest, Hungary
Creative Director: Péter Tordai
Art Directors: Guilherme Somensato, Rodrigo Fernandes
Copywriters: Giovanni Pintaude, László Hevesi
Photographer: Tamás Váradi

50 comments

Guest's picture
Guest

Tastes like cardboard?
That's all I'm getting.

Guest's picture
Guest

really? wow. you're not too intelligent.

Guest's picture
Guest

u r rite

Guest's picture
Guest

haha

Guest's picture
Guest
Guest's picture
Guest

i like this one more than the link you posted :) -danni

shortafella's picture
shortafella
1059 pencils

me likes

atb2005's picture
atb2005
13567 pencils

It's fascinating how different MD advertising seems to be outside the US.

Billoughsby's picture
Billoughsby
5091 pencils

Would have worked much better for certain outdoor applications, such as bus shelter signs. How can we tell? Because the small thumbnail view looks dead like a hamburger. The perception shift that would occur for pedestrians, between long view and close, would have been perfect. It would have made this a memorable attention-getter. But even in medium view here, as in a magazine, it loses that factor. We see a stack of books first thing.

Still, it gets the usual international McD's points for not just shoveling your huge food photo. Five stars of ten.

"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
Guest

This also ran as as bus shelter poster. Needless to show both here as the main idea and visual are the same.

Billoughsby's picture
Billoughsby
5091 pencils

Good to know.

Imo, they should have shown the better application and eliminated this one.

"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
Guest

this works. i like it. i guess it's catering to a different target. this would be good in a magazine like TIME or THE ECONOMIST. bravo DDB!

keithstoeckeler's picture
keithstoeckeler
425 pencils

This doesn't exactly evoke "looks/tastes good"

Guest's picture
Guest

You sound like a client. Break through the clutter first or consumers won't care at all!

keithstoeckeler's picture
keithstoeckeler
425 pencils

Disagree. You're marketing food, your first priority is to get people to eat it -- need to make it look like it tastes good. On another product I might agree with you.

Guest's picture
Guest

In the magazines, you probably could see the actual sandwich way bigger than you see here.

CUTIEPIE's picture
CUTIEPIE
347 pencils

Couldnt this just be advertising for advertisers and remember that we are ad people, this guys doesnt want you to eat the ad, they want you to see it and appreciate it, thats what this site is about, right?!

Its almost as if i made a 4 arm men to eat 4 hamburgers at the time and you telling me that it doesnt work because the product is for humans not freaks (maybe it just wouldnt work because its crap but you get the point;))

Prime83's picture
Prime83
497 pencils

I like it.

Guest's picture
Guest

Muy bueno. chicos

Guest's picture
Guest

wise burger :)

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

I think it's good. Puts quality into McDonald's burgers even though it's not really there.

Hibon's picture
Hibon
3731 pencils

Great idea...but i don't like the background.

Simple ideas are the best !

krautland's picture
krautland
3225 pencils

okay.

graphikamaal's picture
graphikamaal
111 pencils

Very nice, the message "sandwich for experts" is straight to the point.

Guest's picture
Guest

This concept of books telling a story has been done for a brand in South Africa called Exclusive Books. I'll try find a link and post back here. Still nice though.

Guest's picture
Guest

Maybe you are a bit confused, dude... Concept of books telling a story for a book shop? Nothing to do with this.

Guest's picture
Guest

Fresh.

Roger Keynes's picture
Roger Keynes
5498 pencils

Says 'hamburger experts', deliciously.
Nice one, Hungary! :)

Will Think for Salary

Jupiter's picture
Jupiter
547 pencils

nice:-)

commenting just to gather more pencils:-)

wiper's picture
wiper
89 pencils

Nice Work

wiper's picture
wiper
89 pencils

Nice Work

angieraj's picture
angieraj
428 pencils

Interesting concept, definitely attention grabbing. Better than the usual Maccas ads.

Cognito Ergo Sum

Guest's picture
Guest

this is a classic u people r retarded

Guest's picture
Guest

Tomato should be on top of the lettuce.

Guest's picture
Guest

Take a look at the picture of the actual sandwich... Tomato is placed under the lettuce.

Guest's picture
Guest

For sure concept is different then standard MC but truly speaking first word that come to me is not "expertise" what was probably desired by author but "artificial" - noting nice comparing with Sally Davies’ “McDonald’s Happy Meal Project”
http://www.flickr.com/photos/sallydavies/sets/72157624739645253/

Guest's picture
Guest

I think its a great idea but in terms of art direction could have been much much better.

Bohed's picture
Bohed
35 pencils

the idea was nice, but failed when it got to consumer's taste. I feel some paper in my mouth

Professional Graphic Design Studio/Blog
http://www.truekolor.net

I AM A BEAN's picture
I AM A BEAN
19 pencils

i like it so much. the visual is clear, the message is immediate.

I AM A BEAN
www.iamabean.com

Guest's picture
Guest

yeah, it shows that mcdo have i high gastronomy
IT'S REALLY MAGIC
MACDO HAS A HIGH GASRONOMY
IT'S NOT A KIND OF JOKE ? REALLY
ADS IS NOT ALWAYS THE TRUTH

Guest's picture
Guest

anyone know what magazine's or other media this ad ran in? someone said bus station ads, but any other info on actual target market and placement?

Guest's picture
Guest

this ad ran in Hungary in 2009. Both as poster, outdoor and print ads in magazines like Playboy, etc...

ivan's picture
ivan

I've seen it on billboards and in the restaurants.

Ivan Raszl, admin of AotW

Janae's picture
Janae
385 pencils

works not for me. mc donalds sells fast food and not high class menues.

Guest's picture
Guest

The M is the McDonald's high class sandwich.

Guest's picture
Guest

This would be a great ad if McDonalds was selling cookbooks. But they don't so this ad misses the mark.

myfavouriteadverts's picture
myfavouriteadverts
12 pencils

Great visual, I like this.

Hi. I'm a 23 year old Advert Lover living near London, my site is http://www.myfavouriteadverts.co.uk :)

Hammad S's picture
Hammad S
488 pencils

The concept is good but what McDonald's is going for isn't right.. McD's want to seem classy but they're not. The ad concept is good though: A sandwich for experts and the use of these specific types of books to emphasize that along with "class" = great.

miserablybeautiful's picture
miserablybeautiful
20 pencils

Very nice and creatively executed.

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