McDonald’s is promoting its sponsorship of the Euro 2000 football
championships next month with a national TV campaign starring the
England captain Alan Shearer.
Leo Burnett has created a series of three 30-second commercials which
will air this month and run throughout the championships. This follows
McDonald’s’ successful sponsorship of the 1998 World Cup, where it was
named the most recognised sponsor of the tournament.
’Xtra training’ is based around Shearer’s rigorous training programme in
the build-up to the championships. The ad shows the football star
performing a variety of strenuous exercises in unusual situations to
As the plot develops, it transpires that Shearer has been preparing to
tuck into a McDonald’s Big Xtra burger.
Another spot, promoting the ’Double’ burger which has been made
especially for the championships, shows a Shearer lookalike in a variety
of situations making the most of his resemblance to the famous
Everyone he encounters is fooled, with the exception of the savvy
McDonald’s assistant, who says: ’It’s a cheap double, a bit like you -
pounds 1.59 please.’
Both of these spots were written and art directed by Paul Silburn,
marking his first work for the brand since he joined the agency seven
’Double’ was directed by Steve Meadows through Jane Fuller & Associates,
while ’xtra training’ was directed by Steve Reeves through Stark
Silburn, a creative director at Leo Burnett, said: ’This is a big one
for McDonald’s. It invests a lot of money in the sponsorship of the
event and the marketing and promotion surrounding it, so it’s got to be
The first commercial in the series broke last week and is based around
grassroots football with the aim of demonstrating the burger chain’s
commitment to the future of the game in the UK. McDonald’s now sponsors
football at all levels from the World Cup through to under-12’s teams
playing park football.
The grassroots ad, ’parents’, was written by Laurence Quinn, art
directed by Mark Norcutt and directed by Paul Gay through Outsider.
Media planning and buying for the latest work is through Starcom Motive.