This McDonalds Campaign Empathizes with Early Risers
Vasiliki Marapas — December 5, 2014 — Marketing
References: mcdonalds.fr & tbwa-paris
This McDonalds campaign understands that late nights do not make good mornings.
McDonalds Canada partnered with award-winning creative agency TBWA\Paris to create a brand campaign designed to remind people that the fast food giant is available in the AM. The ads are intended to empathize with those for whom rising early does not come naturally.
The campaign is comprised of three visual ads, each featuring disoriented, sleepy young people trying, unsuccessfully, to start their day. The first image features a yawning young man attempting to slather his smartphone with cream cheese. It is followed by an image of a girl attempting to juice her bra, and finally, rounded out by a shot of guy toasting his shoe. The accompanying tagline reads, "We Wake Up Early for the Late Ones." So, next time you have a "late one," treat yourself to a McMorning.
McDonalds Canada partnered with award-winning creative agency TBWA\Paris to create a brand campaign designed to remind people that the fast food giant is available in the AM. The ads are intended to empathize with those for whom rising early does not come naturally.
The campaign is comprised of three visual ads, each featuring disoriented, sleepy young people trying, unsuccessfully, to start their day. The first image features a yawning young man attempting to slather his smartphone with cream cheese. It is followed by an image of a girl attempting to juice her bra, and finally, rounded out by a shot of guy toasting his shoe. The accompanying tagline reads, "We Wake Up Early for the Late Ones." So, next time you have a "late one," treat yourself to a McMorning.
Trend Themes
1. Empathetic Morning Marketing - Creating marketing campaigns that understand and empathize with the struggles of early risers offers a disruptive innovation opportunity for businesses.
2. Humorous Visual Ads - Using humor and visual storytelling in advertising can capture attention and generate brand engagement, presenting a disruptive innovation opportunity.
3. Late-night Fast Food Availability - Promoting fast food availability in the early morning hours caters to night owls and presents a disruptive innovation opportunity in the restaurant industry.
Industry Implications
1. Marketing and Advertising - The marketing and advertising industry can leverage empathetic morning campaigns and humorous visual ads to create engaging brand experiences.
2. Food and Beverage - The food and beverage industry can capitalize on late-night fast food availability and cater to the needs of night owls seeking early-morning meals.
3. Creative Design - The creative design industry can explore innovative ways to visually communicate humor and storytelling in advertising campaigns.
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