McDonald’s New Zealand has a new outdoor campaign, via DDB Aotearoa, depicting drunken mispronunciations of popular items, often heard and giggled about by the late night staff.
DDB is challenging audiences to decipher the late night orders that include the Big Mac combo being rephrased as the "mig back congo".
The agency also tagged the work with the phrase “We speak late night” to engage with the customers experiencing munchies.
The campaign has received mixed reviews.Some appreciated the humour behind the work.
However, others questioned the level appropriateness associated with a brand that is known to be family-friendly.
The chief marketing officer at Evolution Marketing, Jennifer Cooper, on LinkedIn questioned the psychology to appeal to sober audiences for their late night inebriated states.
Cooper: “Mixed thoughts - creative yes , “made you look” yes, but what does it actually support … intoxication plus the appeal of fast food? Is the psychology to appeal while sober for later ? Ask tons of questions around a branding strategy and pull it apart . Not sure that was done here.”
Angus Norton, New Zealand local and chief executive officer of Bodhi Venture Labs: “It's culturally relevant advertising for a market that appreciates some dry, self-deprecating humour. Kiwis tend to not take everything so seriously like Americans do. As for printing fast food . Well the agency is representing its customer, a fast food company.”
Casey Hogue, founder and executive creative director of Serotonin Creative Agenc: “Who’s the target consumer here?? Drunks? People hanging out with drunks? People in the drive thru drunk? Sober people making fun of drunks? Shining a spotlight on multiple late night bad decisions? Or just cheap self-congratulatory laughs from ad creatives? Seems cringey in any instance.”
Jovan Buac, executive director of marketing & growth at brand transformation company Landor & Fitch: “Maccies does it again. Is it a brand, is it a campaign? Who cares? It’s bloody great. Product, brand, insight, occasion and tone of voice all working in perfect harmony. I can’t help but smile.”
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