Leo Burnett has resurrected the style of 70s low-budget cinema
advertising for the launch of the McDonald’s Indian range this week.
Three films, which parody the classic local curry house ad, deliberately
use outmoded film techniques to create a dated effect.
Each execution begins with a cliched shot of Indian people or beauty
spots, such as the Taj Mahal, and goes on to show people in 70s clothing
enjoying food at McDonald’s.
The script, meanwhile, features some awful puns. ’Take your taste buds
on a culinary journey ...’ begins the voiceover, which goes on to invite
viewers to ’poppadum to McDonald’s’ or, in another execution, ’kormalong
to our friendly restaurant’.
The launch of the McDonald’s Indian range follows research showing
Indian restaurants to be the most popular eating places in the UK. The
new products include Lamb McSpicy and McChicken Korma Naan. The launch
is part of a drive by the hamburger chain to offer more variety and
follows an Italian promotion earlier this year.
The director, Steve Reeves, enhanced the self-conscious and stilted
atmosphere of the ads by casting catalogue models rather than actors. He
gave deliberately bad directions to the cast and rolled the cameras
before calling ’action’ to enhance the effect.
The editor, Adam Spivey, then hand-spliced the film, sometimes using
Sellotape, while the dialogue was manipulated by Wave to recreate the
typical mono style of degraded sound.
Music for the soundtrack was lifted straight from a 60s public
information film, and the ads also feature dated typography and
end-frames that appear to have been added on at the last minute.
Written by Zane Radcliffe and art directed by Michael Oughton, the three
creative executions went on air on 26 May on television and cinema
Media on the campaign is handled by Starcom.