Burnett parodies curry houses for McDonald’s

Leo Burnett has resurrected the style of 70s low-budget cinema advertising for the launch of the McDonald’s Indian range this week.

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

nationwide.



Media on the campaign is handled by Starcom.