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McDonald’s Gets to the Bottom of the Flat White Mystery in New McCafé Campaign by Leo Burnett London

Would-be coffee drinkers come up against the pretentious coffee market in Leo Burnett London’s new campaign for McDonald’s McCafé, introducing the latest addition to the menu – the Flat White.

Following on from McCafé’s successful brand relaunch last year, this new Flat White campaign is a continuation of the strategy of poking fun at the category. With a mission to demystify and democratise coffee for the masses, it highlights McDonald’s role in the market with its offer of ‘Great tasting coffee, simple’.

In the film, customers are seen in numerous coffee shops trying to get a sensible explanation as to what exactly a Flat White is – only to be met with condescending faces, impenetrable descriptions and nonsense explanations. We start to realise that, in reality, no one knows precisely what a Flat White is.

Finally a sensible definition comes – from a woman working behind the counter at a McDonald’s. ‘It’s like a stronger latte just with less milk,’ she cheerfully tells a customer, who is happy to get to the bottom of the mystery. The ad finishes with the voiceover saying ‘Now at McDonald’s’.

The campaign breaks on 12 February on television, backed by Facebook activity, out-of-home, radio, press, geo-texting and sales promotion vouchers.

Chaka Sobhani, Chief Creative Officer at Leo Burnett London, said: “People seem to have really resonated with our previous campaigns for McDonald’s no-nonsense coffee offering, so it made sense to continue with the same no-nonsense approach when it came to introducing the new Flat White. After all, you shouldn’t need to have a qualification in cocoa bean farming to enjoy a good simple cup of coffee!”

Michelle Graham-Clare, Senior Marketing Manager at McDonald’s, said: “Leo Burnett’s McCafé work has really struck a chord with our customers, who just want a good coffee without the fuss. While the ad is funny and will spark recognition among viewers, at the same time it gives customers confidence, and we see it as a great tool in introducing Flat Whites to our restaurants.”

Film Credits

Creative Agency Leo Burnett London
Chief Creative Officer Chaka Sobhani
Creative Director Peter Heyes
Creatives Gary Lathwell & Liane Dowling, Peter Heyes
Account Team Rosie Greaves (BAD), Jassmine Wixon (AD), Gracie Smith (AM) & Kate Aspinall (AE)
Planning Director Max Keane
Senior Planner Caitlin Morley
Planner Roisin Mulroney
Project Manager/Digital Producer Tim Wilks
Agency Producer Javré Dow

Director/Production Co Tony Barry/Knucklehead
Producer Sara Cummins/Knucklehead
Editor Sam Sneade/Speade

Post Production MPC

Sound Design Wave

DoP Martijn Van Broekhuizen

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Subway Advert Disrupts TV Show in New Campaign

Subway and Above+Beyond have launched a new campaign reminding the world that you can always get exactly what you want at Subway.

The campaign, which will run across the UK & Ireland, kicks off with a TV ad which depicts the set of a Subway commercial being interrupted by a group of masked invaders to shut it down, in protest to showing customers the amount of choice available at Subway stores.

Launching Subway’s new global ‘Make It What You Want™’ platform in the UK & Ireland, the campaign also introduces the brand's new and improved menu which gives customers even more ways to customise their lunch exactly how they want.

Alongside all the old favourites, Subway’s re-vamped menu now features 21 new and improved ingredients including sriracha hot chilli sauce, crispy onions and chilli & paprika bread, and is part of the broader ‘Fresh Forward’ business update including new store fits.

The launch TV ads, directed by Michael Clowater through Smuggler, go live on 15th July and include executions for TV, online, cinema and digital channels. In addition to this, Subway will be celebrating customisation and introducing the improved menu with further executions across radio, print, outdoor, social and in-store.

The campaign is the first by Above+Beyond for Subway UK & Ireland since winning the contract in April.

Colin Hughes, country director at Subway UK & Ireland, said: "We’re really excited about the new direction Above+Beyond have identified for Subway, and this first campaign is a reflection of the bold strategy and creative energy they have brought to the table. It’s been a truly collaborative process so far, and the team and franchisees are very excited about what’s to come – we couldn’t ask for a better start to the relationship.”

Above+Beyond Partner and Chief Creative Officer, David Billing, said: “It’s hugely exciting to have met Subway at such a pivotal point in the brand’s journey. There’s a real energy, a fighting spirit in the brand now and they’re committed to making bold work that gets noticed. It’s a dynamic category that demands full participation – you can’t just sit on the sidelines. This work has been a lot of fun, and we’ve only just started.”


Agency: Above+Beyond
Production company: Smuggler
Director: Michael Clowater
DoP: Stephen Keith Roach

Producer: Jason Scanlon (Smuggler)

Editor: Saam Hodivala @ Work
Grade: Toby Tomkins @ Cheat
Post: No.8
Sound: No.8
Music: No.8
Media: MediaCom
PR and Social Media: Good Relations

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