relevance is a word written all over this mcdonald's ad for tweens. the story told in this ad is one that every tween and yes, every parent of a tween understand, has experienced and can agree with.
this ad makes mcdonald's as the fast food chain for real people, making it look very much a part of pinoy life. they have been coming out with great ads very similar to this one. we applaud them and hope they will not stop coming up with ads like these.
one of the key barriers for patronage of mcdonald's in this market is it is less pinoy than jollibee. ads like this chips away on that barrier. in fact the recent ads of mcdonald's shows it is successfully shedding that barrier.
this ad is 5 stars!
mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away
Showing posts with label mcdonald's. Show all posts
Showing posts with label mcdonald's. Show all posts
Wednesday, January 6, 2010
Wednesday, March 11, 2009
mcdonald's "first love - huling el bimbo" tv spot works, gives mcdonald's a human heart and it is real
this ad works very well on many levels all at the same time. the ad completes mcdonald's ad campaign - they had the value meal campaign with the "wallet" tv spot, "burger, burger" for their thematic burger ads and this one is for their deserts.
it has a very interesting story and what makes it even better is that it has a very good twist to it. it is supposed to be a sad story, but you don't feel bad after the ad ends. in some strange way and it can be hard to explain, you feel good after seeing the ad.
the ad gives mcdonald's a very human heart and a real one. it's not just a restaurant where people go to eat, it is a place where stories about the lives of people are made. romance in a fast food restaurant? it probably happens in real life but in our dreams and expectations, romance happens in a french restaurant. hard to imagine that you will hear violins played in a fastfood joint like mcdo but in this one it did and we all smile after.
and that is where one of the appeals if this ad springs from.
puppy love or your first love is always a good subject to talk about. "the one that got away" is one other story everyone has. but combining both the way that this mcdonald ad did makes magic.
the stroke of genius in this ad for the brand is making the mcdonald's desert of fries and ice cream sundae as the fulcrum, the star of the story. dipping the fries on the ice cream sundae was the spark of the beginning of the first love story and the same thing was the reminder that this girl of years ago is now the woman that got away. it is a good romance story when we see one that does not use the often used, touch of the hand, or smile or first kiss, this one is the action of dipping fries on the ice cream sundae.
there is a twin to that stroke of genius and it lies on the same element of dipping fries into the sundae. eating fries laced with ice cream sundae may seem gross to many, but those who practice it swear it is gourmet food at its best. it is a practice specially among the young and kids, it's just they have kept it a secret to the rest of us.
now, that strategy visual, that consumer habit, the best kept secret of gourmet food enjoyment in a fastfood chain is formally owned by mcdonald's. we are sure that after they aired this ad. many of the uncoverted tried it and most probably got converted. for sure a large portion of kids tried it.
that is what advertising is marketing is about - ads that make more people use more of the brand's products. now, more people will not just order only fries or just ice cream sundae, they need to order both.
putting it in this ad makes this ad resonate. people will empathize with it. they will find relevance and meaning. it is an excellent consumer insight. how the creative director strung that together is a stroke of genius. now, that's the third time i said that.
more on this ad on the next post.
it has a very interesting story and what makes it even better is that it has a very good twist to it. it is supposed to be a sad story, but you don't feel bad after the ad ends. in some strange way and it can be hard to explain, you feel good after seeing the ad.
the ad gives mcdonald's a very human heart and a real one. it's not just a restaurant where people go to eat, it is a place where stories about the lives of people are made. romance in a fast food restaurant? it probably happens in real life but in our dreams and expectations, romance happens in a french restaurant. hard to imagine that you will hear violins played in a fastfood joint like mcdo but in this one it did and we all smile after.
and that is where one of the appeals if this ad springs from.
puppy love or your first love is always a good subject to talk about. "the one that got away" is one other story everyone has. but combining both the way that this mcdonald ad did makes magic.
the stroke of genius in this ad for the brand is making the mcdonald's desert of fries and ice cream sundae as the fulcrum, the star of the story. dipping the fries on the ice cream sundae was the spark of the beginning of the first love story and the same thing was the reminder that this girl of years ago is now the woman that got away. it is a good romance story when we see one that does not use the often used, touch of the hand, or smile or first kiss, this one is the action of dipping fries on the ice cream sundae.
there is a twin to that stroke of genius and it lies on the same element of dipping fries into the sundae. eating fries laced with ice cream sundae may seem gross to many, but those who practice it swear it is gourmet food at its best. it is a practice specially among the young and kids, it's just they have kept it a secret to the rest of us.
now, that strategy visual, that consumer habit, the best kept secret of gourmet food enjoyment in a fastfood chain is formally owned by mcdonald's. we are sure that after they aired this ad. many of the uncoverted tried it and most probably got converted. for sure a large portion of kids tried it.
that is what advertising is marketing is about - ads that make more people use more of the brand's products. now, more people will not just order only fries or just ice cream sundae, they need to order both.
putting it in this ad makes this ad resonate. people will empathize with it. they will find relevance and meaning. it is an excellent consumer insight. how the creative director strung that together is a stroke of genius. now, that's the third time i said that.
more on this ad on the next post.
Monday, January 26, 2009
mcdonald's "burger! burger!" tv spots
hearing "burger! burger! burger!" has become common. we were imagining that reading this copy line off a storyboard would have sounded weird and boring, but the line has evolved to be a hit for users when viewed in the mcdo ads.
it's the power of the context by which it was said and the tongue-in-cheek treatment of the ads. the teen ad has a feel of being a home made video and looked very much unrehearsed. and that is where the appeal of the ad lie.
the lolo and lola (grandfather and grandmother) ad is a surprising twist to the series of ads. and taking the whole gives it a good mix of fun and reinforces memorability of the ads.
the ads puts mcdo cheeseburger as the meal of choice for celebrating the mundane, cheap thrills and the unexpected. this gives mcdo an everyday, anytime meal positioning but with a twist of fun and wholesome craziness.
it's the power of the context by which it was said and the tongue-in-cheek treatment of the ads. the teen ad has a feel of being a home made video and looked very much unrehearsed. and that is where the appeal of the ad lie.
the lolo and lola (grandfather and grandmother) ad is a surprising twist to the series of ads. and taking the whole gives it a good mix of fun and reinforces memorability of the ads.
the ads puts mcdo cheeseburger as the meal of choice for celebrating the mundane, cheap thrills and the unexpected. this gives mcdo an everyday, anytime meal positioning but with a twist of fun and wholesome craziness.
Saturday, January 24, 2009
Thursday, November 27, 2008
new balckberry storm - storming its own brand equity into bits
i don't own a blackberry, but i thought this review at the new york times has an excellent insight on brand equity.
the question the author asked - "what? a blackberry without a keyboard?" is excellent in terms of the most fundamental and strategic question on brand equity. the last paragraph says it all - "isn't the thumb keyboard the defining feature of the blackberry". yes, the thumb keyboard is the very core of what the blackberry is all about.
the blackberry storm, with it's touch screen is obviously an attempt to match and answer apple's iphone. since the launch of the iphone, the market has been looking for the iphone killer.
the intent is fine. but what is not right and in fact most likely will cause an implosion to blackberry is that they are attempting to kill the successful iphone by removing the brand's strategic core of the thumb keyboard by being a copy cat to iphone's touch screen. the thumb keyboard and the touch screen are two extremely different consumer experience of the products. they are worlds apart.
the history of marketing has been brutal to copycat brands. being unique is one of marketing's most revered commandments. it is one of the top holy grail of marketing while being a copycat is poison, a sure path to failure.
that reminds me of burger king when it first launched in the philippines. burger king in the philippines essentially had the same sort of offerings as in the US, one of which was the bottomless refill of sodas (coca cola products). it was a first in the philippines for any fast food restaurant and was a hit among consumers.
a top official from burger king headquarters in the US visited manila to look at the operations here. one of the big discussions with the marketing team of burger manila was the bottomless refill of sodas. the BK official had asked that the offering be stopped, obviously to improve margins. the local marketing people objected arguing that it being a first in the country, it was a top draw among consumers. BK was head to head with the leaders jollibee and mcdonald's and any advantage it can have was one of the things the local marketing team was defending.
the BK official stood pat on the direction and i agree with it. he said BK is all about its charbroiled hamburgers, not sodas. it is their key brand equity.
cellphones are very much the physical design as its features and software. cellphone brands have their own unique physical designs that not only do we remember them, we buy them for that reason. that is true with Motorola's slim flip phones which became an immediate huge hit as during the time of it's launch most cellphones were thick. and the most recent success of course is the iphone with its touch screen.
the blackberry was weathered all these new physical design innovations from their competitors. the blackberry continued to have very good market share and a large and even growing number of loyal users. and all that because blackberry's thumb keyboard was able to fight off these competitive design onslaught.
until now, when they removed the thumb keyboard in the blackberry storm.
it would be interesting to see if consumers agree and confirm this marketing law of "though shall not remove thy brand equity".
No Keyboard? And You Call This a BlackBerry?
by: David Pogue
The New York Times
Research in Motion (R.I.M.), the company that brought us the BlackBerry, has been on a roll lately. For a couple of years now, it’s delivered a series of gorgeous, functional, supremely reliable smartphones that, to this day, outsell even the much-adored iPhone.
Here’s a great example of the intelligence that drives R.I.M.: The phones all have simple, memorable, logical names instead of incomprehensible model numbers. There’s the BlackBerry Pearl (with a translucent trackball). The BlackBerry Flip (with a folding design). The BlackBerry Bold (with a stunning design and faux-leather back).
Well, there’s a new one, just out ($200 after rebate, with two-year Verizon contract), officially called the BlackBerry Storm.
But I’ve got a better name for it: the BlackBerry Dud.
The first sign of trouble was the concept: a touch-screen BlackBerry. That’s right — in its zeal to cash in on some of that iPhone touch-screen mania, R.I.M. has created a BlackBerry without a physical keyboard.
Hello? Isn’t the thumb keyboard the defining feature of a BlackBerry? A BlackBerry without a keyboard is like an iPod without a scroll wheel. A Prius with terrible mileage. Cracker Jack without a prize inside.
http://www.nytimes.com/2008/11/27/technology/personaltech/27pogue.html?_r=1&bl&ex=1227848400&en=5a50becfbe5bac73&ei=5087%0A
the question the author asked - "what? a blackberry without a keyboard?" is excellent in terms of the most fundamental and strategic question on brand equity. the last paragraph says it all - "isn't the thumb keyboard the defining feature of the blackberry". yes, the thumb keyboard is the very core of what the blackberry is all about.
the blackberry storm, with it's touch screen is obviously an attempt to match and answer apple's iphone. since the launch of the iphone, the market has been looking for the iphone killer.the intent is fine. but what is not right and in fact most likely will cause an implosion to blackberry is that they are attempting to kill the successful iphone by removing the brand's strategic core of the thumb keyboard by being a copy cat to iphone's touch screen. the thumb keyboard and the touch screen are two extremely different consumer experience of the products. they are worlds apart.
the history of marketing has been brutal to copycat brands. being unique is one of marketing's most revered commandments. it is one of the top holy grail of marketing while being a copycat is poison, a sure path to failure.
that reminds me of burger king when it first launched in the philippines. burger king in the philippines essentially had the same sort of offerings as in the US, one of which was the bottomless refill of sodas (coca cola products). it was a first in the philippines for any fast food restaurant and was a hit among consumers.
a top official from burger king headquarters in the US visited manila to look at the operations here. one of the big discussions with the marketing team of burger manila was the bottomless refill of sodas. the BK official had asked that the offering be stopped, obviously to improve margins. the local marketing people objected arguing that it being a first in the country, it was a top draw among consumers. BK was head to head with the leaders jollibee and mcdonald's and any advantage it can have was one of the things the local marketing team was defending.
the BK official stood pat on the direction and i agree with it. he said BK is all about its charbroiled hamburgers, not sodas. it is their key brand equity.
cellphones are very much the physical design as its features and software. cellphone brands have their own unique physical designs that not only do we remember them, we buy them for that reason. that is true with Motorola's slim flip phones which became an immediate huge hit as during the time of it's launch most cellphones were thick. and the most recent success of course is the iphone with its touch screen.
the blackberry was weathered all these new physical design innovations from their competitors. the blackberry continued to have very good market share and a large and even growing number of loyal users. and all that because blackberry's thumb keyboard was able to fight off these competitive design onslaught.
until now, when they removed the thumb keyboard in the blackberry storm.
it would be interesting to see if consumers agree and confirm this marketing law of "though shall not remove thy brand equity".
Sunday, July 27, 2008
one of philippine advertising's best : mcdonald's "karen" commercial
i think it's very poetic that one of philippine advertising's best, one that we can never forget, that we always remember is a tv commercial about forgetting - mcdonald's "karen" tv ad. we don't 
know what the official title of this ad is but all of us remember that ad by the name of one of the stars of the ad, karen.
it's a very simple ad, one story and one message. by now, we should be convinced that the most powerful ads, those that impress us the most are those that tell one single story and told in a most simple way.
it's a very pinoy story, one with drama and could have very well made most of us cry. but this is not the type that we see in telenovelas. it's not cheap nor forced.
that is where you will learn to admire the skill of the director of the ad. these are very simple shots, very straight forward. the magic that the director put in this ad is the very understated but very real acting. you felt and saw the restrained disappointment that karen felt when the lolo for the third time called her gina.
the first time the lolo called her gina, karen corrected her lolo still with a smile. the second time with an eloquent sigh audio but the third was brilliant acting and directing. it was a curt response but no real disrespect of the forgetful lolo. we all felt the disappointment that karen felt. but we admired her.
the director's skills in delivering drama and his excellent story telling skills are best shown in the last sequence where the lolo starts to slice the mcdo burger in half. this whole sequence felt like it was shot in slow motion. it wasn't, it was shot in real time. it felt like it was in slow motions as all of us were drawn to what the lolo was doing. we were captivated by the close up shots of karen and her facial expressions which were all muted but powerful. we felt transported like we were seeing what the lolo was doing to the sandwich from her eyes.
the ad works not just because of the drama that we saw unfolding in the ad. it works very well because of the consumer insight - what a dining table means to pinoy families.
all pinoy families share the best and the worst of times on the dining table. in the pinoy home, the dining table is the place where love is shown, hearts broken and where families become families.
that is no different in this dining table in a mcdonald's restaurant. in it, karen felt the love of her lolo and we saw and appreciated the love that karen had for her lolo. she did not even have to say anything, we all felt it while it happened in a dining table in mcdonald's.
all pinoy families saw this ad in their homes, many while having a meal. i'm almost sure after pinoys saw this ad, they all felt the need to call their lolo and lola. we may not think much of mcdo's dining table, but after this ad, we saw mcdonald's dining table in a different light. and better still, we saw a mcdonald's meal as a pinoy meal.
know what the official title of this ad is but all of us remember that ad by the name of one of the stars of the ad, karen.it's a very simple ad, one story and one message. by now, we should be convinced that the most powerful ads, those that impress us the most are those that tell one single story and told in a most simple way.
it's a very pinoy story, one with drama and could have very well made most of us cry. but this is not the type that we see in telenovelas. it's not cheap nor forced.
that is where you will learn to admire the skill of the director of the ad. these are very simple shots, very straight forward. the magic that the director put in this ad is the very understated but very real acting. you felt and saw the restrained disappointment that karen felt when the lolo for the third time called her gina.
the first time the lolo called her gina, karen corrected her lolo still with a smile. the second time with an eloquent sigh audio but the third was brilliant acting and directing. it was a curt response but no real disrespect of the forgetful lolo. we all felt the disappointment that karen felt. but we admired her.
the director's skills in delivering drama and his excellent story telling skills are best shown in the last sequence where the lolo starts to slice the mcdo burger in half. this whole sequence felt like it was shot in slow motion. it wasn't, it was shot in real time. it felt like it was in slow motions as all of us were drawn to what the lolo was doing. we were captivated by the close up shots of karen and her facial expressions which were all muted but powerful. we felt transported like we were seeing what the lolo was doing to the sandwich from her eyes.
the ad works not just because of the drama that we saw unfolding in the ad. it works very well because of the consumer insight - what a dining table means to pinoy families.
all pinoy families share the best and the worst of times on the dining table. in the pinoy home, the dining table is the place where love is shown, hearts broken and where families become families.
that is no different in this dining table in a mcdonald's restaurant. in it, karen felt the love of her lolo and we saw and appreciated the love that karen had for her lolo. she did not even have to say anything, we all felt it while it happened in a dining table in mcdonald's.
all pinoy families saw this ad in their homes, many while having a meal. i'm almost sure after pinoys saw this ad, they all felt the need to call their lolo and lola. we may not think much of mcdo's dining table, but after this ad, we saw mcdonald's dining table in a different light. and better still, we saw a mcdonald's meal as a pinoy meal.
mcdonald's unforgetable "karen" ad
who can forget the unforgetable "karen" ad of mcdonald's? undoubtedly one of the best ads of the philippine advertising industry.
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