open til late: mcdonalds
By Pat Law • Jun 30th, 2008 • Category: The Advertising Slut
How clever, making use of the natural reflection caused by the fall of the sun to promote Mcdonald’s late operating hours. Scam ad or not, I’m hungry now. The ad worked.
Advertising Agency: DDB, Sydney
Executive Creative Director: Matt Eastwood
Copywriter: Alex Stainton
Art Director: Jakub Szymanski
Photographer: Christian Mushenko
Typographers: Jason Young, Erwin Santoso
Via: advertising/design goodness
Very simple, unlike some local ads that I’ve seen.
Trying to convey too much in too little space.
Guess that is a problem that will never go away.
Mind talking about techniques to pitch creative ideas? I am having problems on my end. =(
Hey barffie,
I hope I’m not too late for this. Pardon my late reply – I missed this comment out unintentionally.
I’m not sure about techniques per se, but organising your messages (ideas) help me pitch better. This is how I organise my thoughts, according to sequence.
1. Housekeeping
Make sure that all clients present are not distracted by something or someone else. For example, if you’re bringing someone new to the meeting, make sure you introduce him or her. You don’t want the client distracted and not listening to you just because he or she is wondering “now who is this bugger here….?” on slide 9.
2. Hook
Only do this if you can pull off drama. Tell a joke to break the ice. Use a machine gun and shoot a vending machine down. Do a Richard Branson. Again, only if you can pull off drama.
3. Promise
Identify what your promise of the campaign is. What is the end result? What do you believe you can achieve? Say it upfront and get them listening.
4. Menu Items
Support your promise with up to 4 key benefits.
5. Support
Support your key benefits with substantial evidence.
6. Take-out
What’s the take-out from each support?
7. Reinforce the Promise
At this point, it becomes the “therefore….” and your very last opportunity to remind your target audience how you want them to do, think and feel.
8. The HOW
Here’s where you introduce your creative ideas in, after bringing them through your train of thoughts from 1 to 7.
Makes sense?
Ah I nearly missed this reply from you.
Hmm! Great points for me to ponder over…
It’s a tough job!
I’m not sure I agree with the “successful points” above, but I do like the image and marketing campaign… brilliant!