Macca’s shows why it’s good to be the driver in new summer campaign via DDB Aotearoa
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.
Client: McDonald’s
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
14 Comments
Pretty pretty pretty good. Best Macca’s for a long while. 👏
has anyone tried the app? looks like an expensive piece of work all in the name of a bit of data collection
So good. Ace insight
This is good. Not trying too hard, just real-life situations that aren’t overdone. Lovely performances too.
Clappy hands.
Just right for Macca’s. Nice work all round.
Hands down….Not including all that Christmas garbage….
Having worked on the Golden Arches back in the day this spot is nothing short of a triumph. Well played to everyone involved.
This ad is taking attention away from the driver and the road, people feeding them along the way, gross, stop the car and eat, not quite as that horrible couple trying to get their kis to bed so “THEY” could enjoy McDonald’s without their kids, ads put me off, sorry you lost our trade, your advertising people need sacking
So in the face of one of NZ’s worst Christmas road tolls in years McDonald’s serves us up a promotional video showing how fun it is to be….a distracted driver! Driving the winding, challenging road of Aotearoa while eating, stealing food and being berated by your kids – AND NOT WATCHING THE ROAD. Good marketing Macca’s – not.
My friends and l are horrified by the ad showing drivers being distracted, while driving, by their passengers who are feeding them. Taking your attention off your driving is dangerous – please stop showing this ad, it is irresponsible. Thank you.
I agree the driver is being distracted, while driving, and has one hand off the steering wheel!@
Well done. This advert caught my attention last night. It’s simple and effective. Also, great media placement – being aired before the long weekend…when no doubt many parents like myself will be heading away. Your ad has enticed me to stop at MacDonalds and like many middle-aged mothers I won’t order the fries in an attempt to convince myself I’m being healthy-ish by only ordering a burger. Stolen fries don’t count as calories.
Well done. This advert caught my attention last night. It’s simple and effective. Also, great media placement – being aired before the long weekend…when no doubt many parents like myself will be heading away. Your ad has enticed me to stop at MacDonalds and like many middle-aged mothers I won’t order the fries in an attempt to convince myself I’m being healthy-ish by only ordering a burger. Stolen fries don’t count as calories.
WE LOVE THIS ADD …. get real all those who talk about taking your HAND off the wheel … what a sad lot you are.
Keep this story going