McDonalds has launched a new campaign for its dessert offering called McFlurry. The creative mandate of the campaign, titled 'Slow Down' has been handled by Leo Burnett.
The TVC opens with a corporate woman sitting at the beachside beside her car, hurling her right shoe in the air, and relishing a McFlurry. In the next sequence, you see a father-daughter playing in the garden, sharing a McFlurry at intervals. The next one shows a mother getting all mischievous with her daughter by taking her McFlurry while the daughter tries to get it back from her. Then you see a dollop of McFlurry cream fall on a man's wrist watch and he takes a moment to think and then licks it off like a baby. The TVC shows three other people completely lost in enjoying the dessert. The voiceover in the end urges you to take a moment and 'slow down with new McFlurry Oreo'.
While explaning the thought behind the campaign, Vikram Pandey, creative director, Leo Burnett, said, "The thought of 'slow down' came when our servicing people did a reasearch and invited some of their colleagues and peers to have an ice-cream at Phoenix Mills. Most of the people, they said, were hesitant to leave and some had meetings lined up. Once they started having an ice-cream, most of them forgot about everything else and you could see them nibbling on the cold dessert."
Pandey and his team thus arrived at the conclusion that no one's in a hurry once they start having an ice-cream. Therefore, with this TVC they have tried to talk about all those moments one could have had, in order to emotionally drive people into the product.
The agency has done a 360 degree campaign using in-store, outdoor and radio. The digital mandate for the same is handled by Indigo consulting.
For the in-store activity, there will be three post cards given to customers which will talk about the 'slow down' philosophy. The customer would then be asked to pass on the cards to three other people who they think have been working too hard and need to slow down.
View the in-store activation cards here
In radio, RJs will request listeners to call people who they believe need to take a time off. These people would be offered a McFlurry by the radio station itself.
Listen to one of the radio spots here
Agency: Leo Burnett
Executive creative director: Nitesh Tiwari
Creative director: Vikram Pandey
Copywriters: Piyush Gupta, Manish Patel
Art Director: Brijesh Parmar
Director: Abhijit Chaudhuri
Producer: QED productions
Account management: Vanita D'mello, Nitin Sharma
Account planning: Kanika Gupta, Aditi Patwardhan