Shephali Bhatt
Feb 06, 2013

McDonald's introduces McSpicy with a spicy office story

WATCH the ad film created by Leo Burnett

Restaurant chain McDonald's has rolled out a new campaign to promote its new offering, McSpicy Chicken. The campaign draws attention to the importance of ‘spice’ in life with an office story, before introducing McSpicy.

Conceived by Leo Burnett, the TVC shows colleagues talking about one of their peers who has quit. In narrating how the colleague put in his papers, each person adds something to the story, thereby spicing it up. The final version involves the employee yelling at his boss and throwing water on him, followed by his resignation letter. He also tells the boss, “I quit. Because you won’t.” A voice over says, ‘Life main spice zaroori hai na? Isi liye McSpicy’, and the new item on the menu is showcased.

Rameet Arora, senior director - marketing, Hardcastle Restaurants (that operates and manages McDonald’s in West and South India), said, "The most recent McSpicy ad embodies creativity, fun and laughter - everything that McDonald’s stands for. The idea was to conceptualise and create an ad that emphasised the magic of spices in our lives. It has great comical undertones which connect really well with our customers. We at McDonald’s always aim to be our customer’s first choice in terms of providing freshness, fun and value - be it in our products, campaigns or any other association with the brand."

Kapil Sawant, executive creative director, Leo Burnett, added, "All of us look for spice in our lives, don’t we? It’s in our nature, hence the thought of juxtaposing McSpicy around this understanding."


Client: McDonald's
Agency: Leo Burnett, Mumbai
Production house: Chrome Pictures
Executive creative director: Kapil Sawant
Creative director: Rajneesh Ramakrishnan
Writers: Manish Patel
Agency producers: Kevin Affonso, Manoj Pillai
Account management: Anup Vishwanathan, Rajiv Wadhwa, Carl George, Supriya Bhasin, Harveen Gholia
Director: Hemant Bhandari
Producer: Praful Sharma, Puneet Bhatia
Cinematographer: Anay Goswami
Chief assistant director: Vijay Virmal
Casting: Vijay Virmal
Project co-ordinator: Deb (Offline), Ajinkya (online)
Music director: Ketan Sodha

Campaign India