Leo Burnett is launching a national TV campaign that parodies 70s
martial arts movies to promote McDonald’s’ new Chinese range.
The new menu items - lemon chicken, the Chinese McRib and Shanghai
toffee and banana sundae - will be available at the fast-food restaurant
from this week and are being launched to tie in with the Chinese new
The 30-second ad features deliberately exaggerated sound effects, wooden
acting and badly dubbed dialogue.
A kung-fu fighter enters the restaurant in full martial arts regalia and
threatens to steal the new recipes. ’I hear you have a new Chinese menu
using the recipes of the ancients - that recipe will be mine,’ he
A member of staff replies ’no way’, and is forced to leap over the
counter and fight off the intruders with high-flying kicks and power
A voiceover brings the ad to its conclusion with the words: ’The evil
one defeated, the Chinese menu remains at McDonald’s.’
’We feel that this is a humorous way of communicating this new
McDonald’s promotion. With the Chinese new year starting on 4 February,
this is the perfect way to celebrate the year of the dragon,’ Mark
Norcutt, an art director at Leo Burnett, said.
The commercial will be supported by an outdoor campaign which features
posters illustrated in a similar 70s style.
Leo Burnett has launched a series of promotional ads for the restaurant
in recent months. In June last year, it ran a campaign parodying the old
cinema commercials for curry houses - complete with jump cuts, bad puns
and wooden performances.
The agency hired catalogue models and used old-fashioned recording
equipment and editing techniques to obtain the low-budget feel.
The Chinese campaign was written by Laurence Quinn, art directed by Mark
Norcutt and directed by Chris Dada of Academy. Media planning and buying
are through Starcom.