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Top 6: August 30th 2023
Interactive
McDonald's Indonesia: The Untranslated AdTop 6: August 30th 2023
Leo Burnett Indonesia has turned a McDonald's jingle into Indonesia's favorite pop song. The song called Nihon No Fureeba has topped Indonesia's music charts and become the #1 search on Shazam. This cultural finding propelled Leo Burnett to create the song Nihon No Fureeba, collaborating with Indonesian-Japanese singer Ica Zahra. Ica released the song as her highly-anticipated Japanese single, without subtitles. Everyone loved the song without knowing that it was in fact an untranslated ad. Within one week, the music video was watched more than three million times. The song became the talk of radio, and hundreds of covers and TikTok dances were made. Then, Ica Zahra and McDonald’s made a shocking revelation. The lyrics were in fact promoting the relaunch of McDonald’s Taste of Japan burgers featuring crispy nori and Yakiniku sauce. Suddenly, everyone’s attention shifted to the burgers. The message: even though some might not understand McDonald’s onigiri-looking burgers (some even go so far as to call them ‘weird’), they’ll love the taste anyway. Just like they love Japanese songs. With the launch of Nihon No Fureeba, people’s curiosity towards the burgers spiked so fast that first-week sales surpassed the past 3 years.
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