McDonald’s partners with Leo Burnett to position McDelivery as the perfect night in treat
We created these idents in support of McDonald’s sponsorship of movies on ITV. Each ident is a take off on a classic movie genre, with filming techniques, typography and grade each crafted to create mini movies.
Sector
Food & DrinkA series of fun, humorous, movie-inspired idents mark the launch of the ‘McDelivery and the Movies’ campaign in which McDonald’s aims to position McDelivery as the perfect night-in treat.
From Westerns to Horror films, the idents see McDelivery play with various popular movie tropes, positioning food-related issues like fighting over the last nugget at the centre of the plotline. Using true-to-genre soundtracks, titles and mise-en-scene, the idents perfectly capture the magic of the movies and amuse audiences when this ambience is cut using McDonald’s as the punchline.
“Unlike other foods we eat while watching movies, McDelivery comes with its own unique set of cravings and rituals. In this set of idents, each of those relatable truths is brought to life in the form of mini movies from a variety of film genres.” says Andrew Long, creative director, Leo Burnett London, “The result is a whistle stop tour of cinema that hopefully reminds everyone watching at home, that there’s nothing quite like a McDelivery with a movie.”
With the brand already holding a solid position in the quick-service food market, the McDelivery service reflects the growing importance of establishing its own direct to consumer takeaway business. The idents launch across ITV channels and will be featured during ITV movies to inspire hungry viewers to choose McDelivery as their movie night snack of choice.
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