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


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.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).