McDonald's has hit the top of the television recall chart in Taiwan with commercials that promote its breakfast meals as giving people sufficient energy to start their work day.
The spots, which pulled in a recall of 83 per cent, feature a man pushing a car with his hands into a neat parking position and accidentally breaking down a door when he knocks on it.
McDonald's Taiwan executive director for marketing, Viya Chen, said the executions were a departure from the style normally used in the fastfood category.
"As people go to work, they pass by a lot of food choices - traditional Taiwanese, Chinese, Japanese and Western. Most ads currently focus on convenience and quality, but for McDonald's, our brand in this area is established so we tried to differentiate ourselves further by saying that we give people the energy to start their day properly," said Chen.
McDonald's has two TVCs in the top 20. The other is 'The dog' which informs consumers that they can get stuffed toy dogs with every purchase of a Happy Meal.
'The dog' was developed by McDonald's main agency DDB, while 'Breakfast' was created by McCann-Erickson as a one-off project.
Other commercials which scored highly in the recall chart were TransAsia Telecommunications, also by McCann, and Dove Facial Foam by Ogilvy & Mather.
McDonald's major rival, KFC, also did well, pulling in a recall of 77 per cent to rank seventh overall.
These ads were described as outstanding by market observers, who also pointed out that most ads in Taiwan still focus on the product, with little thought being given to format and execution.