McDonald’s launches latest Shearer TV task

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.

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

prepare himself.



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

footballer.



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

weeks ago.



’Double’ was directed by Steve Meadows through Jane Fuller & Associates,

while ’xtra training’ was directed by Steve Reeves through Stark

Films.



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

good.’



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.



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