One component of the programme features Chinese basketball stars Yi Jian Lian and Zhu Fang Yu, as the brand mimics a famous US TVC from its history that featured basketball legends Michael Jordan and Larry Bird. The Burnett-created TVC features the Chinese duo engaged in a friendly competition and pushes the brand's core beef products - the Big Mac and the Quarter Pounder.
Meanwhile, the TBWA-created leg is an evolution of McDonald's beef education print campaign, and features copy linking beef to the endurance and agility of NBA stars, via a series of colourful ads of cows shooting hoops.
