Upon my initial viewing of this ad, my thoughts flowed something like this:
“Yep another McDonalds ad…Wait Thai Food Express?.. Oh the shoes are on fire because its hot fast food… But why boots?.. Oh they’re a pair of Thai boxing boots.. Wait aren’t these Ronald McDonald’s boots?.. Oh they claim to have smoked Maccas as a competitor… Actually maybe they ARE Thai boxing boots?…No definitely Ronald’s.”
I don’t know if anybody else had the same thought process. Perhaps they jumped straight to the McDonalds grill. However I do know that I spent so much time looking at the ad, I read “Thai Food Express” almost a dozen times. Effective brand re-call perhaps?
It seems that if any company tries to capitalise on McDonald’s name, we go wide-eyed and ask “can they do that?” My favourite is the South African who named his restaurant MacDonalds. His logo was golden in colour and an arc in shape.
Recent print advertisements by McDonalds took a similar design, and agency Publicis have played on that. Not only is the design simple, the artwork is effective. I think a statement is being made by placing these boots in the limelight.
To imply they have literally grilled McDonalds no doubt raises eyebrows. While many loyal McDonald militants would contest to this advertisement, others would love the uprising against King Ronald McDonald.
It is clear the agency aimed to feed off a food empire. To litterally heat up the competiiton. However it could also be free advertising for Maccas. The answer lies in how much the viewer wants a smoking Big Mac.
Advertising Agency: Publicis, Zurich, Switzerland
Creative Directors: Tim Hoppin, Sacha Moser
Art Directors: Swen Morath, Kritijan Tufekcic, Devika Hasler
Copywriter: Felix Freese
Photographer: Andreas Burz