Creativity

McDonald's burgers and fries (not booze) make a sad World Cup party a blast

Spot by TBWA for Spain evokes classic cinematic humor

By Alexandra Jardine. Published on Jun 11, 2018

Editor's Pick

McDonald's Spain just goes to show that you don't need a host of celebrities and star-studded soccer tales to make a great World Cup ad.

TBWA Spain's spot, supporting McDonald's sponsorship of the FIFA World Cup for the Spanish market, is instead a gentle comedic film about a company president who invites his employees via email to join him for a World Cup viewing party in order to promote staff bonding. Problems is, it's deeply unpopular.

The film boasts some fabulous performances and direction (by El Cangrejo of Lee Films); the expressions on the employees' faces as they receive the summons range from reluctance to full-blown horror, and there's a classic scene of them all ascending in the elevator to the presidential suite looking apprehensive.

Once seated in front of the game, things are still pretty stiff -- but the arrival of a McDonald's takeaway helps thaw the atmosphere somewhat. And when a goal is finally scored, the boss finally shows another side of himself to his team--maybe it was a good idea after all.

The idea of burgers and fries--not booze--being the ice breaker nicely accentuates the appeal of Mickey D's offerings. According to the agency, the ad, with its '50s-style soundtrack and awkward social observations, is aimed at evoking classic Spanish cinema comedy. And, while promoting McDonald's sharing products, it's also made to reflect the fact that the pressures of modern life can mean watching the World Cup with real friends and family is nigh-on impossible.

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Credits

Date
Jun 11, 2018
Client:
McDonald's (Spain)
Agency:
TBWA Spain
Chief Marketing Officer:
Natalia Echeverría
Chief Creative Officer:
Juan Sanchez
Chief Creative Officer:
Guillermo Ginés
Global Executive Creative Director:
Leandro Alvarez
Copywriter:
Arantxa Moreno
Art Director:
Carlos Yuste
Production Company:
LEE Films
Director:
El Cangrejo

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