http://www.youtube.com/watch?v=wi7Z3HhPCVk
The above link is a clip of the New Mcdonalds ad that has just been launched in Australia. In March of this year McDonalds built a 32ft playland weighing 15tonnes for adults in Sydneys CBD. When professionals stepped off the train on the way to work they were faced with this giant playland and at first they did not know how to respond. Within a few minutes the businessmen and women began pulling off their shoes and socks and ran into the playland where they enjoyed such features as the Hamburgular slide and the Grimace swing. In the centre of the giant playland was Ronald McDonald himself and in the ad we can see the adults hugging him as if they were children again. The ad is a 60sec clip of the response to the playland and conceptualises how successful this use of ambient and Nostalgic marketing was for McDOnalds.
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I really like this ad, sometimes the most creative ideas are built on simplicity. The idea of building an adult sized playground is so simple yet fun. These type of ideas are memorable, catch people's attention and go viral instantly!
ReplyDeleteI really love this ad. I think that its really creative and definitely something that you would remember. I'm sure it will go viral as I know myself I've showed it to friends. I think that the use of nostalgia in advertising can be really effective, tapping into childhood memories of simpler times. Its really emotive which obviously makes it effective.
ReplyDeleteIt reminds me of an advert that John Lewis used in their christmas 2009 campaign that I also really liked.
Here is the link for the John Lewis ad:
http://www.youtube.com/watch?v=Ma7pdDhbFhE&feature=related
This form of Ambient Marketing is a nice orginal way at getting a message across. I do however think it has been done more successfully before. It made me think of the Coca Cola Viral Ad where a vending machine was set up in a US highschool and a camera captured the kids response when the machine started spilling out can after can, then with things like subway sandwiches and flowers. I felt that Ad captured a more personal, authentic reaction. The McDonalds Ad to me was slightly contrived. I suspect it may even have been cast considering the ethnicity balance and in my opinion there was some overacting. Though that might be the cynic in me!
ReplyDeleteI think this ad is excellent; many adults would have had strong ties with Mc Donald's when they were growing up; and by offering them the chance to re-visit their childhood through the playground Mc Donald's are creating a very clever emotional bond. Whether the people are actors or not it still establishes a very clear and strong message.
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