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3 February 2019

Degrees of separation.

by Jason Stone


McDonald's: “Is It A Big Mac?” - 60s

This is a super way to introduce a minor variant of the Big Mac. Using a template established by Marmite, it sets us against each other by suggesting we're either someone who believes McDonald's flagship product remains a Big Mac when you add bacon, or we're not.

It's a really effective piece of advertising because it manages to work very hard at letting viewers know about the new option without making it feel as though that's what it's doing.

The excellent script gives directors Si & Ad scope to create a number of wry vignettes which contribute hugely to the charm of the piece and become the edifice behind which the sales effort hides. This is a very American piece of advertising... in the best possible sense.


Creative Agency: Leo Burnett Ⓟ Ⓦ
Creative Director: Pete Heyes
Creative: Gareth Butters
Account Team: Victoria Reiz / Bethany Watts / Jack Brenman / Rob Ellen / Callum Matthews
Planner: Will Butterworth / Catherine Owen
Agency Producer: Abbie McLean
Film Production: Academy Films Ⓟ Ⓦ
Director: Si & Ad Ⓟ Ⓦ
Producer: Tom Cartwright
Executive Producer: Simon Cooper
Cinematographer: Molly Manning Walker ♀
Editor: Joe Guest @ Final Cut
Post Production: MPC Ⓟ Ⓦ
Colourist: Matthieu Toullet
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.