Ad Nut
Apr 14, 2021

McDonald's Singapore tries to make staying in cool

A slick campaign from Publicis Communications makes burgers in bed look like fun, but is the timing right for a 'Night in' message?

Kids, Ad Nut does not advise eating while flat on your back.

McDonald's Singapore and Publicis Communications' Leo Burnett have launched the 'Night in' campaign, which celebrates spending time indoors with close buds and loved ones—and bags of fast food acquired via delivery or drive-through.

The campaign film is well made, and Ad Nut likes the stylish black takeout bags as a device to suggest that late-night binges are not only OK, but classy and luxurious. And goodness knows, you can't go wrong with a gorilla suit—a universal signifier of cool young people having cool times together. 


Interestingly, the campaign arrives with data from a Publicis study, conducted in partnership with Milieu Data, which found that "an overwhelming amount of respondents in Singapore preferred staying in". Apparently, 79% indicated "their preference to stay home and enjoy a quiet meal with the family", and the number was even higher (83%) among Gen-Z respondents.

Ad Nut wonders exactly how the questions were framed, because Ad Nut knows most humans are pretty done with staying home all the time. Perhaps the large percentages simply demonstrate that Singaporeans were happy to do their duty during the pandemic, rather than that they have some enduring propensity to remain in their cocoons? In that light, Ad Nut wonders whether the campaign might be poorly timed and/or at odds with prevailing sentiment. 

In any case, in addition to the 45-second spot above, the campaign also includes 15-second cuts that are meant to target Gen Z and millennials, respectively.

CREDITS

McDonald’s Singapore
Senior Director, Marketing and Digital Customer Experience: Drina Chee
Senior Marketing Manager: Eileen Ang
Digital Marketing Consultant: Mabel Ong

Publicis Communications
Chief Creative Officer: Jennie Morris
Group Creative Director: Sharim Gubbels
Creative Director: Adrian Yeap
Associate Creative Directors: Samantha Liew, Sithum Walter
Business Director: Lim Xin Wei
Account Director: Tan Wan Shin
Strategy Director: Arielle Brustein
Strategy Planner: Wong Teng Fon
Senior Producer: Caroline Frances, Prodigious Singapore

Freeflow Productions Pte Ltd
Director: Roslee Yusof
Executive Producer: Jill Soong
Producer: Nadira BMZ

Post House: Freeflow Post
Audio Post House: Pitch Audio + Magic

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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