Following the launch of its table service and door-to-door delivery, McDonald’s in France is promoting its drive-through experience as a happy place, no matter what each driver’s day has thrown at them.
The new campaign by TBWA\Paris is composed of a series of images that reminds people that the drive-through is a small moment of happiness when life can be rough sometimes. The whimsical illustrations form a smile as cars are seen driving from some sort of disaster towards a McDonald’s.
In one, a tractor is escaping a UFO that is attacking its farm. In another, a family in a convertible flees a picnic that was swarmed by bees. A third sees a surf van driving away from a beach where a shark is currently swallowing a surfboard. In all three, the McDonald’s drive-through at the end states: “happiness is on the way”.
The campaign drives home the point that when folks take to the road after a bad day or a long journey, going through a McDonald’s drive-through feels like a moment of comfort and lets people smile. The road forms a smile as it winds from disaster towards McDonald’s in the illustrations.
The campaign will be displayed in every major French city.
See the three ads by clicking on the Creative Works box below.