Strategy and Sausages:
A British Strategic Planner in Germany
Friday, 15 April 2016
... but I won't do that
The TV ad I've chosen for this blog post may be an odd one, as I'm not a dad, nor do I have a daughter.
But I have plenty of friends that are, and do.
This wonderful ad has been created and produced for McDonald's Australia by DDB together with The Sweet Shop.
What's so great about it? Well, for a start, it's based on a huge and relevant insight: Dads make plenty of sacrifices for daughters, but food probably ain't one of them. Having just come back from a holiday together with a meat-eating dad and vegetarian daughter, I can confirm the veracity of this 100%.
And this insight connects to the product they are advertising - the DIY Create your Taste which promises 'grown-up ingredients.'
But it doesn't stop there - the film is packed with little observational insights on father-daughter behaviour which makes the whole thing watchable, funny, warm-hearted and true to life. There are no stupid bogus 'social experiments', no ghastly pulling on the heartstrings plinky music (the Meatloaf track is perfect, and has a neat association with the product), no horrible manipulative messages about empowerment and other such crap.
It's good old clever unpretentious advertising - and almost makes me want to give McDonald's another try.
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
My children's books: