McDonald's unveils Olympic ads
McDonald's has unveiled four new Olympic-themed television advertisements that connect its "i'm lovin' it" brand essence with the magic and ideals of the Olympic Games. The new commercials complement McDonald's broader worldwide Olympic Games campaign to bring the Games to life for its customers around the world in unique and exciting ways.
In the new global television commercials for the Torino 2006 Olympic Winter Games, McDonald's conveys the youthful spirit and optimism customers connect with the brand, as seen through the eyes of a young hopeful boy and the experiences of McDonald's Chief Happiness Officer Ronald McDonald. The new executions debut in conjunction with the start of the Games on February 10 in the U.S., and continue airing throughout the Games-time period in other countries including Canada, China, Japan, Germany and other markets across Europe. In addition, the Ronald McDonald vignettes will run in movie theaters across the U.S. from February 1 - 28 before G and PG rated movies.
"We're continuing to let our 'forever young' brand attitude shine through in this entertaining Olympic-Games themed advertising that's all about having fun and getting active," said Mary Dillon, McDonald's Executive Vice President and Global Chief Marketing Officer. "As we have throughout our 30 years of Olympic Games support, we want to connect with consumers across the world through this premier sporting event. Customers have told us that our advertising helps bring the Games to life for them in unique and surprising ways."
Three new fun vignettes feature Ronald McDonald, McDonald's balanced, active lifestyles ambassador, training for winter sports including aerials (freestyle skiing), ski jump and pairs figure skating, while commentators and fans watch in surprise.
The three 15-second ads, developed by Leo Burnett USA (Chicago), build on the popular creative approach developed for the Athens 2004 Olympic Games, in which Ronald trained in diving, synchronized swimming and hammer throw.
McDonald's "Olympic Dreams" commercial, developed by TBWA/Chiat/Day Los Angeles and Motion Theory, bring a young boy's Olympic dreams to life using live action and computer-generated imagery (CGI) effects. The 30- and 60-second spots transport the boy from his real life environment to a world of adventure and excitement, as he executes extraordinary moves, from maneuvering a soccer ball through a magical village, to snowboarding off the moon.
McDonald's Italy will showcase its own unique Olympic Games-inspired, Italian style look of the Games through outdoor creative placed around host city Torino. The vibrant, contemporary designs will be showcased on billboards and banners in a variety of locations from the airport to transit stations. Spectators will find other surprises around Torino, including an oversized McDonald's World Famous Fries box filled with ski-like fries. The outdoor creative complements the variety of activities McDonald's has planned in Torino including feeding the athletes, officials and media at the Olympic and Paralympic Games; honoring and recognizing McDonald's Olympic Champion Crew; and demonstrating its commitment to balanced, active lifestyles.