McDonald’s has partnered with DDB Group Aotearoa to release a new summer campaign highlighting why ‘It’s good to be the driver’.
The campaign focuses on the summer roadie, particularly the unwritten rule and universal truth of ‘Driver Tax’, the driver’s irrefutable claim on whatever the passengers are eating. Whether that’s a handful of fries, a nuggie, or a bite of a burger; if it’s being eaten, the driver gets a share.
Balancing the pain felt by passengers and pleasure felt by the driver, ‘It’s good to be the driver’ ultimately encourages drivers to claim what is, and has always been, rightfully theirs.
To help Kiwis work out what tax they owe their drivers this summer, McDonald’s has created a calculator in the Macca’s app. And they’re giving away free ‘Bonus Fries’ with some orders to help passengers pay their drivers without the pain.
Says Karla Fisher, lead business partner at DDB Group Aotearoa: “We’ve loved making this piece of work that truly reflects what goes on in the car, which is not always sunshine and roses. That’s what makes this spot so relatable.”
Says Leigh Benvie, head of brand and media at McDonald’s NZ: “With Drive Thrus spanning the nation, Macca’s has been integral to summer roadie since roadies were a thing. And this summer roadie season promises to be better than ever – especially for the drivers. Let’s just hope we get some sun this year.”
The campaign launches with a 60” and 15” TVC, social, instore and in-app.
Director of Marketing: Luke Rive
Head of Brand and Media: Leigh Benvie
Senior Brand Manager: Laura Lloyd
Head of CBI, Merch and Digital: Adrian Green
Creative Agency: DDB
Production Company: Scoundrel
Director: Ric Cantor
Executive Producer: Adrian Shapiro
Producer: Claire Kelly
DOP: Marty Williams
Editor: Tim Mauger
Post House: Toybox
Sound Design: Shane Taipari, Franklin Road
Music Licensing: Jonathan Mihaljevich, Franklin Road
Media Agency: OMD New Zealand