An ad that has raised eyebrows

Marketing Twitter has spent the week debating this new McDonald’s ad in the UK.

What makes it “controversial,” at least among marketers if no one else, is that it sets aside a lot of McDonald’s familiar brand assets.  No “I’m loving it,” no “ba-da-ba-ba-ba,” no restaurant shots, no food, no dialogue. So, it breaks some rules.

On the other hand, thoughtful rule-breaking can lead to more entertaining, less formulaic communication.  And the spot does retain one distinctive brand asset – the golden arches – it just deploys them in an extremely clever way.

The spot also is built on a cultural insight. Since COVID, employees everywhere are demanding more flexibility in their jobs and a healthier work-life balance. This spot rather subtly delivers that message, creating an emotional alignment between consumer thinking about a broader topic and the brand itself. Going to McDonald’s is framed as a mild act of rebellion.

McDonald’s is even inviting consumers to get involved, with Snapchat and Instagram lenses that let you invite a friend to McDonald’s by virtually raising your eyebrows, like the actors in the ad. (In fact, “McDonald’s eyebrows” were an Instagram trend before this ad, and may have helped inspire it.)

I like the spot. The eyebrow lifts and the music make it distinct and memorable. It is emotional without being heavy-handed about that emotion. And it is entertaining – an ad you want to watch, which is half the battle.  

The Drum calls it “risky,” but I am not sure about that. It is riskier to crate boring communication that puts people to sleep. This certainly isn’t that. 

What do you think?