Naughty children star in McDonald’s spot

Leo Burnett has persuaded Jeff Stark to tackle the nightmare of working with children and animals in its latest campaign for McDonald’s Happy Meals.

Leo Burnett has persuaded Jeff Stark to tackle the nightmare of

working with children and animals in its latest campaign for McDonald’s

Happy Meals.



A 20-second TV spot directed by Stark catalogues those little disasters

that befall directors who use children in their ads. These vary from the

tiny tot who can’t tell the difference between down and up to a pair of

fidgety under-fives who run around when they should be standing still

for the camera.



In contrast, all the animals in the commercial are the cuddly toys

available as part of the Happy Meals promotion - a giraffe, a moose, a

yak and an elephant - and are perfectly well-behaved.



The commercial, which breaks at the weekend, will run in cinemas as a

30-second version in movies such as the Borrowers. Media, which was

planned and bought by Burnetts, has been used to target women and their

children.



A ten-second execution with a price promotion will appear on daytime

television, while the 20-second version will run in such programmes as

Sooty & Co, Wizadora and Hey Arnold!



The commercial was written by Ross Jameson, art directed by Jamie Berger

and directed by Stark through his own production company, Stark

Films.



To date, advertising for Happy Meals promotions has come largely from

the US, and has featured tie-ins with Hollywood movies such as Hercules

and Space Jam.