McDonald’s Bacon Clubhouse was the historic franchise’s big launch. The ask was two spots focused on artisanal ingredients focused, but for two different generations.
Brief 1: Over 35. McDonalds wanted to regain the sense of reward McDonalds was in their youth. “Hands,” was a global spot that reflected the daily grind as various hands interfere with the subjects serenity. With his own hand lifting the Bacon Clubhouse, the reward was realized.
Brief 2: Under 30. McDonalds wanted the a generation who only saw the fast food giant as a hyper caloric environmental monster. “Podium,” let the franchise speak through the Bacon Clubhouse, sharing values as it introduced it’s artisanal ingredients.
Radio: McDonalds wanted to present the ingredients of it’s artisanal offering loud and with energy. They referenced their historic “Double Dutch Spot,” as a vibe. I wrote the jam, Fafu made it a hit record.