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McDonald’s taps into timeless family moments in new campaign

McDonald’s is challenging the connected, always-on aspects of modern life with a nostalgic campaign in New Zealand.

The ‘Timeless’ campaign taps into the insight that families want to spend more quality time together to create an intergenerational story.

The ad features a grandfather trying to compete with phones and technology in a bid to spend time with his grandchildren. We see him cut the electricity and take the kids on a series of adventures which culminates in a McDonald’s meal.

The campaign aims to celebrate the timeless moments that families can experience together. It coincides with the brand’s 50th anniversary which has seen celebratory campaigns launch in the UK and Spain

The campaign includes TV, cinema and in-store activity. It was created by DDB and directed by Matt Devine. 

Jo Mitchell, director of marketing, McDonald’s said the campaign aimed to build on previous brand work to reinforce the emotional connection it has with New Zealanders.

“It’s a spot built around a real and timely human truth that we are sure will be familiar to most. It comes at a crucial time when our competitors are fighting in the pits with price, and brand love is more important than ever.

“This spot also demonstrates the continued passion and understanding DDB have for our brand. Great work comes from great teamwork, and ‘Timeless’ is yet another demonstration of this.”

Shane Bradnick, executive creative director, DDB, said, “At times technology makes us feel more connected to the world, but not to the people closest to us, our family.

“This spot simply reminds us that there’s more out there to experience with the ones we love, using the special bond between grandparents and grandchildren.” 

DDB New Zealand: McDonald’s ‘Timeless’

Agency: DDB New Zealand
Client: McDonald’s
Date: May 2018
McDonald’s is challenging the connected, always-on aspects of modern life with a nostalgic campaign in New Zealand. The ad features a grandfather trying to compete with phones and technology in a bid to spend time with his grandchildren. The campaign includes TV, cinema and instore activity. It was created by DDB

Client credits:
Director of Marketing: Jo Mitchell
Head of Marketing: Liz Wilson
Senior Brand Manager: Nikki Jeffcote
Agency credits:
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Directors: Ben Pegler & Rory McKechnie
Senior Art Director: Zac Lancaster
Lead Business Partner: Karla Fisher
Senior Business Director: Lauren Taylor
Senior Planner: Anna Gunnell
Executive Producer: Judy Thompson
Senior Television Producer: Claire Colohan
Production Company:
Production Company: Revolver/ Will O’Rourke
Director: Matt Devine
Managing Director/ Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Alex Kember
Director of Photography: Crighton Bone
Editor: Tim Mauger for The Editors 
Post Production: Blockhead
Colourist: Dave Gibson 
Song search and Licensing: Jonathan Mihaljevich, Franklin Rd. “Catch the Wind” (Leitch). Recording. Donovan. 
Tags: New Zealand
Video of McDonald's Timeless 60" TVC


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