of their frequency, many idents frustrate consumers, making them overly aware that they are being sold to. Not so with these McDonald's spots. The laughing hyenas are in keeping with the Popstars experience - millions of viewers tuning in to laugh at the contestants. Their irreverence enables them to appeal to children and adults alike, thereby not wasting any of the broad audience that tunes in to Popstars."
Medium: Idents throughout ITV1's Popstars The Rivals
Media planning: Stewart Easterbrook and Kylie Sweeney at Starcom Motive
Creative: Leo Burnett
Brief: Help McDonald's to move closer to its consumers