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McDonald's Figures It Needs Only the Product, Not the Branding, in Striking New Ads


All new from McDonald's: the McCloseUp. The chain is taking fast-food porn to new heights with a series of print ads from TBWA Paris that consist entirely of intimately photographed classic menu items (or at least, prop food dressed up as, for example, the ideal Big Mac). We already posted the TV spots from the same campaign, but these print ads are worth looking at in their own right. Mainly because they exclude Golden Arches or other overt branding—and they get away with it. In the on-point words of one commenter, "Lazy, but genius." The images are easily recognizable, and striking enough that, depending on your relationship with the brand, they'll either have you licking your chops or feeling a little queasy. Either way, they make an impression. More images below.

UPDATE: A reader points out that one of the executions features a wrapper with an "M" in the lower right corner. Because apparently, fish filet sandwiches are more generic—and therefore in need of a differentiating logo—than ice-cream sundaes.

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