This is another one in the series of “visual wordplay” that DDB are turning out. I can’t help thinking they could really use a business brain in the team. What on earth is the strategy here?
Believe it or not, this is supposed to sell a large coffee for 1 Euro to the McDonald’s target audience. I’m just puzzled.
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{ 2 comments… read them below or add one }
Like you I do not like the idea but I still think it is somehow clever. I’m pretty sure that customers do not see it as a I-wanna-buy-coffee-ad but that the brans is doing something different and fun. Beacause it is. I do not think one should see everything fom selling point of you. Here we have a quite good example of “what is it in for me?”. Imagine a youngster walking by with friends, stops and play. Fun builds, not always but often likeakbility. This is certainly not a strategic breakthrough but something different in everyday consumer life.
Yeah, maybe I’m to old
And, yes, I think everything that makes you like a brand better can be great, even if you don’t buy something right away.
I just think that in this case with this particular (and fairly attractive) brief, it misses its mark. Perhaps the award DDB won for the worlds largest napkin holder (sporting a similar lack of strategy) got them going on the theme.