Macca’s encourages Kiwi families to put their devices down 

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DDB has released a new McDonald’s brand ad Timeless, an intergenerational tale that challenges the 24/7 connectedness of modern life. 

Built on bringing families together over a meal, DDB taps into the insight that what families want the most is to spend quality time together. 

Here’s the release: “The silver-haired protagonist faces a particularly difficult challenge. Looking after his three grandchildren, he puts a good old-fashioned day out up against technological toys and wins.

Switching off the fuse board at home, Grandpa takes the kids on a succession of adventures, culminating in a Macca’s meal at his special lookout. Grandpa wins over his grandkids and each piece of technology disappears, as the family reconnects with each other.”

Coinciding with the 50th anniversary of the Big Mac, the spot aims to celebrate the everyday feelgood moments that happen when a family spends time together.

“Just like the Big Mac, these moments are timeless,” says DDB ECD Shane Bradnick. “Timeless touches issues many families face with the rise of technology. 


“This spot demonstrates the continued passion and understanding DDB have for our brand. Great work comes from great team work, and Timeless is yet another demonstration of this.”

“At times technology makes us feel more connected to the world, but not to the people closest to us, our family.

“This spot simply reminds us that there’s more out there to experience with the ones we love, using the special bond between grandparents and grandchildren.”

McDonald’s director of marketing Jo Mitchell, says the spot puts perspective on how things have changed. “Following on from Middle Seat, we’re proud to launch our new brand spot this week. 

“It’s the next major piece of brand-building creative for McDonald’s, highlighting the emotional connection Kiwis have with our brand while featuring our most iconic burger, the Big Mac.

“It’s a spot built around a real and timely human truth that we are sure will be familiar to most. It comes at a crucial time when our competitors are fighting in the pits with price, and brand love is more important than ever.

“This spot also demonstrates the continued passion and understanding DDB have for our brand. Great work comes from great team work, and Timeless is yet another demonstration of this.”

The spot is rolling out in a 60” version on TV, cinema and instore.


CREDITS

Client: McDonald’s
Director of Marketing: Jo Mitchell 
Head of Marketing: Liz Wilson 
Senior Brand Manager: Nikki Jeffcote 

Agency: DDB
Chief Creative Officer: Damon Stapleton 
Executive Creative Director: Shane Bradnick
Creative Directors: Ben Pegler & Rory McKechnie 
Senior Art Director: Zac Lancaster 
Lead Business Partner: Karla Fisher 
Senior Business Director: Lauren Taylor 
Senior Planner: Anna Gunnell 
Executive Producer: Judy Thompson
Senior Television Producer: Claire Colohan

Production Company: Revolver/Will O’Rourke
Director: Matt Devine
Managing Director/Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Alex Kember
Director of Photography: Crighton Bone
Editor: Tim Mauger for The Editors 
Post Production: Blockhead
Colourist: Dave Gibson 
Song search and Licensing: Jonathan Mihaljevich, Franklin Rd. Catch the Wind (Leitch). Recording. Donovan.


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