The allure of breakfast
There have been television commercials in the past that have celebrated breakfast and its benefits. But the current advertising campaign of Leo Burnett for McDonald’s hyping its breakfast offerings beats them all.
This TV commercial stands way above the clutter of breakfast commercials. You see a car weaving in and out of traffic, with a man furiously driving and having breakfast at the same time.
The summer heat is credibly so intense that he is able to literally cook an egg on his car’s roof while he drives nonstop on his way to work. Without batting an eyelash, he pulls the egg now cooked, sunny side up, into the car for him to gleefully gobble up. Then you’re told, "There must be an easier way for you to have breakfast!"
Good humorous buildup to the commercial’s main selling point. Leo Burnett creative director Alvin Tecson explained that it was important to keep the attention of the viewers as the new "grab and go" breakfast goodies of McDonald’s are enticingly laid out by top food stylist Lydia Go: hamdesal with all its variants, with cheese, with egg and cheese, with scrambled egg or plain hamdesal, sausage muffin and egg muffin.
Marketing Vice-President of Golden Arches Margot Torres revealed that breakfast is now part of frenetic mornings per their research findings. "Gone are the poetic days of watching the sun rise and taking it easy." And to think that breakfast used to be a wonderful time to sit down, slowly sipping your coffee and reflecting on the day ahead! That’s evolving to be a past edition of life.
With McDonald’s brand promise of "McDonald’s makes my life easy," the platform of convenience has been communicated via its delivery ads, 24-hour ads and now its breakfast ads.
"Today’s urbanites are adopting more and more the dictum that if I’m late, I’ll forgo breakfast." This obviously radically contradicts every nutritionist’s credo that breakfast is the most important meal to keep you healthy. Ever heard of having breakfast like a king? Ask every health-oriented mom coaxing all and sundry to sit down for breakfast.
McDonald’s is thus offering delicious breakfasts "that can tide me over for the day until my gastronomical meal."
I am not surprised about Leo Burnett’s deep understanding of McDonald’s, having been the lead agency in the past for years and years. Leo Burnett executive creative director Raoul Panes traced its recent tactical ads for their client, beginning with the rice burger campaign and promo campaigns. I think these Grab and Go TV commercials clearly show Leo Burnett’s heart for McDonald’s.
I am more fully convinced that Filmex director Henry Frejas goes for realism even when extreme measures have to be undertaken. Would you believe that his propsman Teng Mendoza had to laboriously install a real cooking burner into the car’s roof for this commercial? He removed the car’s insulation and pasted coils within. This enabled the egg to be actually cooking, sunny side up, as the car drove fast along the street of Laong Laan. Then, he had strings attached to the egg and accompanying bacon strips. The driver, sticking his head out of the window to catch the freshly cooked egg and bacon then simply pulled the strings for that crazy frame. Good precise camera shots. As the astounded viewer, you therefore empathize with the announcer saying, "There must be an easier way to have breakfast!" Good show all around.
Credits. Client-company, Golden Arches Development Corp. Kenneth Yang, President; Margot Torres, Vice-President for Marketing; Lot Legaspi, Marketing Director; Jill Villanueva, Product Manager. Advertising agency, Leo Burnett. Richard Irvine, Chief Creative Officer; Raoul Panes, Executive Creative Director; Alvin Tecson, Creative Director; JP Cuison, Art Director; Cey Enriquez and Candice Madamba, Writers; Raymond Arrastia, Managing Director; Sue Ann Nolido, Business Development Director; Gela Pena and Nati Go, Accounts; Irene Chingcuanco, Producer. Production house, Filmex. Henry Frejas, Director; Dindo Martinez, DOP; Ric Galing, Assistant Director; Omar Mendoza, Production Design; Toti Treichler, Editor; Teng Mendoza, Propsman; Rachel Monteagudo, Production Manager; Lydia Go, food stylist. Sound design: Paolo Escanillas, Sound Engineer; Khalil Refuerzo, Arranger. Optima, online editing.