Burnett TV spot likens McDonald's to airlines

Leo Burnett likens eating at McDonald's to the experience of a low-cost airline in a new TV campaign to promote the fast food chain's new Pound Saver Menu.

The 60-second commercial, called "launch", takes the positive elements of budget airlines and translates them to a McDonald's restaurant as a metaphor for great value.

John Hawkes, the vice-president, chief marketing officer at McDonald's UK, said: "We wanted to create a commercial that is truly refreshing and innovative for our target market, ensuring that the food values and range on the McDonald's Pound Saver Menu are brought to life in an exciting and entertaining way."

The ad opens with a customer outside a McDonald's looking at a poster advertising a menu item for 99 pence and the headline "Hungary". Four stewardesses escort him inside. It looks like an airport. The man, now confused, uses a travelator to reach the counter and runs into Stelios Haji-Ioannou, the easyJet founder.

The head stewardess confirms the latest offer: "On the McDonald's Pound Saver Menu today and everyday, you can choose from here, here, here ..." Her team points out the eight £1 menu items as if they are exits on a plane. As the man sits to eat, signs light up - reminiscent of the "fasten seatbelt" signs on a plane - to prompt him to dine.

The ad closes with the man leaving the restaurant with a McDonald's airline captain saluting him saying: "Thank you for flying the McDonald's Pound Saver Menu, serving every single day."

The spot uses a soundtrack written and created by the US artist J Rock.

It was directed by the Los Angeles-based Paul Hunter through Exposure Films.

Paul Shearer, the joint creative director at Leo Burnett, said: "Paul Hunter is renowned for his ability to create a strong sense of style and mood with music. He has successfully brought a huge sense of fun to this commercial."

The ad was written and art directed by Angus Macadam, Paul Jordan and Trevor Webb. Media was planned and bought by Starcom and OMD UK respectively.

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