At McDonald's, sharing some chicken McNuggets with her daughter mom runs into "Dreamy Leamy" the teacher. Awkward.
This is a hilarious use of voice-over. Shot by Rocket Science’s Declan Lowney (Father Ted, Moone Boy, Alan Partridge: Alpha Papa), the VO tells how McDonald’s only use 100% chicken breast meat and 100% Irish beef, and nothing else, in all chicken and beef menu items. It then gets seriously sidetracked, as does the mum, because Dreamy Leamy walks in. Voiced by comedian Bernard O’Shea.

Karen Muckian, Account Director at TBWA\Dublin, explains: “This campaign is all about credibility. People want to feel that they have permission to go to McDonald’s rather than a local sandwich shop or high-street coffee chain. They want to feel guilt free when they’re going to have lunch in McDonald’s, and the campaign informs them that they can be because McDonald’s only serves high-standard, quality food. The biggest challenge for us was marrying the humour and emotional connection without trivialising the message - but Declan was the perfect man for the job.”

See also the 100% Irish beef commercial in the same campaign.

Client: McDonald’s
Senior Brand Manager: Gill Blake Swift
Marketing Director: Roma O’Connor
Creative Director: Des Creedon
Senior Art Director: Niall Staines
Group Account Director: Laura Daley
Account Director: Karen Muckian
Account Manager: Siobhan McEvoy
Producer: Alexandra Cullen
Production Company: Rocket Science
Director: Declan Lowney
Producer: Eoghan Ryan
Producer: Helen Barry Duke
Post Production: Windmill Lane
Sound: Mutiny

Commercials: 
Country: 
Freeform tags: 

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Leave a comment