The new McDonald's ad is annoyingly contagious.
that we saw at the start of the year. That first ad introduced the concept in a slightly more explicit way, with an office employee also sketching the McDonald's logo on a sticky note to make sure we understood the reference.
This time around such signposting isn't necessary, at least for those that saw the original ad. For those who didn't, the colours of the van that appears early on and the context of people looking ahead, presumably seeing a sign for a service station, could be enough to make it clear what's happening. Despite different high-profile directors, the two pieces are also linked by the same soundtrack – the 1985 hit Oh Year by Yello. In this case, the colour grading adds to the retro vibe.
This is an example of a brand trying to create a kind of code among fans that could actually catch on. While I find it hard to imagine people taking up Fanta's suggestion that we should call snacking with a Fanta, raising one's eyebrows as a shorthand for 'Shall we go to McD's?' is something that many people will totally do, partly because the physicality of it makes it almost unavoidably contagious .
Don't be surprised if you see people raising their eyebrows at you from their cars on the road soon. No, they're not giving you the eye; it's a Big Mac they're interested in. Enjoy your first month for just £1 / $1 / €1
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