Magazine article Marketing

Nothing Changes in McDonald's Millennium Campaign

Magazine article Marketing

Nothing Changes in McDonald's Millennium Campaign

Article excerpt

McDonald's bucks the new millennium trend to assure customers nothing's really changed.

McDonald's millennium ad has entered Adwatch at number two, with 76% recall. Created by Leo Burnett, the 'same old' ad shows how the familiarity of a McDonald's -- which currently has a 79% share of the UK hamburger market -- can be a comfort in this changing world.

In the ad, a young man wakes up on the first day of the new millennium to the same old grey skies, the same problems with opening a tin of cat food, and the same old leaky tap. There's another message from his mother on the answer machine, another narrow escape from the neighbour's dog, and once again, he has washed his jeans with all his flyers still in the pockets. He wanders out into the street, into McDonald's, and orders a Big Mac. He closes his eyes, wishfully, then peeks beneath the top bun to discover the two pieces of gherkin he knew would be there. He removes them, and leaves them neatly in the burger box. The lyrics to the music ring out: "nothing's changed, everything's the same".

David Kisilevsky, account director at Leo Burnett, says: "Many advertisers were taking a predictable route to make reference to the new millennium, saying how life will never be the same again. …

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