Alan Shearer allows himself to be lampooned in Leo Burnett’s latest
commercial for McDonald’s, which goes on air next week.
The spot, called ’my kinda town’, features Shearer, the captain of the
England and Newcastle United football teams, recalling his upbringing in
Over a series of moody shots of the city, Shearer reminisces about a
series of mundane and predictable events from his childhood. He says: ’I
learned to kick a ball against this wall ... If the truth be told I was
never that interested in school ... I stood on these terraces when I was
a kid dreaming of the day I’d play for Newcastle.’
Finally, the film cuts to a scene in a McDonald’s restaurant. Shearer
continues in his dour Geordie accent: ’Success has not changed me. I’m
an ordinary bloke at heart. I’m one of the people. Always have been and
always will be.’
He orders a McChicken Sandwich and winks at the boys behind the counter
before sauntering out of the restaurant. They both smile and wave at
him, but through gritted teeth they say to one another: ’He’s a bit
boring isn’t he?’ ’Aye, you’re not wrong there like.’
Nick Bell, the joint executive creative director of Burnett, said: ’This
ad follows on from the success of ’signature’ last year, and this is the
perfect time for it to go on air.’
The film was written and art directed by Jonathan Budds and Anita
Davies, and directed by Chris Palmer through Gorgeous Enterprises. Media
buying is through Starcom.
The commercial was filmed more than a month ago.