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McCafe: Ball Pit
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Building on the success of its Great tasting coffee, simple campaign over the last 3 years, McDonald's has launched a new integrated campaign to further solidify the quality and value credentials of McCafe coffee through poking fun at the expense and excessiveness of the coffee world. Created by Leo Burnett London, the humorous campaign shows McCafe coffee as having the same quality as exclusive coffee shops such as 100% freshly ground Arabica beans and organic milk, but without the superfluities that a customer doesn't need, particularly when getting a grab and go coffee. The hero 30 second spot focuses on a range of pretentious coffee shop ‘frills’ such as a ball pit and an in-house DJ. Our leading character asks the barista for ‘just a latte’ and the viewer sees in the background various customers struggling with their surroundings; from a couple’s quiet conversation being drowned out by the DJ, to a suited customer trying to drink a cappuccino whilst being subjected to a vigorous massage. As the film continues, the main character looks disappointed at her extortionate £5.30 coffee. All of this stands in sharp contrast to the final scene, as our central character is seen in McDonald’s ordering a latte in a quick, fuss-free and simple way. The spots end with the strapline ‘Great tasting coffee, simple’.
Layla Potter – Managing Partner Related |
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