Burnetts adopts retro theme for McDonald’s

Leo Burnett is launching a national TV campaign that parodies 70s martial arts movies to promote McDonald’s’ new Chinese range.

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

year.



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

shouts.



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

punches.



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.



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