Chrissy Teigen leads new McD’s dollar menu campaign

14+
Chrissy Teigen at the drive-thru

Chrissy Teigen at the drive-thru

Reel Chicago is loving the new McDonald’s work.

Chrissy Teigen toplines a hilarious new national introduction of McDonald’s new $1 $2 $3 Menu led by AOR We Are Unlimited in close partnership with retail agency The Marketing Store, PR agency Golin, packaging and logo agency Boxer and multicultural agencies Burrell, Alma and IW Agency.

According to an agency spokeswoman, all of the campaign’s creative – both above and below the line — is meant to demonstrate to consumers that value is back at the quick service restaurant.

Teigen’s spot, which debuted during The Golden Globes, features the swimsuit model and author of the cookbook, “Cravings: Recipes for all the food you want to eat,” as she pulls into a McDonald’s drive-thru, and asks the crew person for a “They-never-feed-you-at-those-things meal.” That translates into five cheeseburgers and five McChicken sandwiches. Watch below:

 

 

Teigen, a McDonald’s lover, seemed to admire her performance in her spot as indicated by her Twitter account:


 

Obviously Teigen was not at the Globes – all one had to do was notice that she was sitting in a theater and the Globes have stars sitting at round tables. Oh, and husband John Legend was missing! But that didn’t take away from the timeliness of the spot they did get Teigen in a black dress which matched the fashion attire of the female stars to support #TimesUp, a legal answer to sexual harassment.

As Teigen did order her meal, I found myself admiring how the agencies and McDonald’s renamed each order on the menu to tie in with as many life issues we all face. They are each relatable and funny.

For instance, this spot, where an unassuming cube dweller orders, “My office is full of kleptos meal.

 

 

Or where a desperate dad needs, “The hardware is expensive meal.”

 

 

There is also this Burrell-produced spot, which is available for exclusive viewing on Reel Chicago. Directed by Durable Goods’ Neil Tardio, Jr., it’s a fun African American-targeted spot called, “New Shoes.”

 

 

Normally within the value category, customizing and not spending a lot of money are at odds with each other. But the innovative McDonald’s $1 $2 $3 Dollar Menu offers multiple options in each price point, allowing a very customizable selection which is actually thinking about the consumer for a change. It gives the consumer choice and control through the variety of the menu.

The creative running across broadcast, online video, radio, out of home, social media, and in digital drives awareness.

I now need to go out and order an “I’m a writer trying to make it in LA meal.”

 
CREDITS:
CLIENT: McDonald’s
   U.S. Chief Marketing Officer: Morgan Flatley
   U.S. Sr. Marketing Director, Brand Content: Julie Wenger
   U.S. Marketing Manager, Brand & Content: David Ehrlich
   U.S. Marketing Manager, Digital Campaigns & Content: Emily Charron
   U.S. Marketing Supervisor, Brand & Content: Ariane Mendel
   U.S. Marketing Supervisor, Digital Campaigns & Content: Stephanie Servin

CREATIVE AGENCY: We Are Unlimited
   Chief Creative Officer, DDB North America: Ari Weiss
   Chief Creative Officer, We Are Unlimited: Toygar Bazarkaya
   Executive Creative Director: Max Geraldo
   Creative Director/Copywriter: Mark Wegwerth
   Creative Director/Art Director: Paul Janas
   Creative Director: James LeMaitre
   Creative Director: Jonathan Mackler
   Creative Director/Art Director: Vic Sanchez
   Creative Director/Copywriter: Jon Morgan
   Creative Director/Copywriter: Brandon Crockett
   Creative Director/Art Director: Bruno Guimarães
   Chief Production Officer: Jon Ellis
   Executive Producer: Tom Cronin
   Senior Producer: Ross Greenblatt
   Chief Delivery Officer: Denis Budniewski
   Group Business Director: Melanie Behling
   Account Director: Neal Erickson
   Account Supervisor: Kate Kerans
   SVP, Partners & Platforms: Justin Hood

PRODUCTION COMPANY: O Positive
   Director: Brian Billow
   Executive Producer: Ralph Laucella
   Director of Photography: Adam Kimmel
   Director of Photography: Jeff Cronenweth (Awards/Chrissy Teigen)

EDITORIAL: Cutters
   Editor: Grant Gustafson
   Producer: Patrick Casey

Cut + Run (Awards/Chrissy)
   Editor: Jay Nelson
   Asst. Editor: Eddie Mikasa
   Producer: Evan Cunningham

AUDIO POST: Another Country
   Audio Engineer: Pete Erazmus
   Executive Producer: Tim Kohn

Lime Studios (Awards/Chrissy)
   Audio Engineer: Zac Fisher
   Asst. Audio Engineer: Kevin McAlpine
   Executive Producer: Susie Boyaian

FINISH/EFX: The Mill
   Colorist: Luke Morrison
   Flame Artists: Randy McEntee, Jay Bandlish (Awards/Chrissy)
   Senior Producer: Erica Hilbert, Larrissa Baringer (Awards/Chrissy)
   Producer: Natalie Ksiazek (Awards/Chrissy)

RETAIL AGENCY: The Marketing Store
   Sr. Vice President, Creative Director: Jim Eby
   Sr. Art Director: Arthur Czerep
   Sr. Copywriter: Eric Bryning
   Art Director, Motion: Jackie Avellar
   Motion Graphics Director: Rob Santella
   Account Supervisor: Kathryn Fiedler
   Account Executive: Adam Azzaro

PACKAGING & LOGO AGENCY: Boxer
   VP, Creative Director: Dianna Samper
   Account Director: Lisa Burgess

MULTICULTURAL AGENCY: Alma
   V.P, Executive Creative Director: Jorge Murillo
   Creative Director: Monserrat Valera

MULTICULTURAL AGENCY Burrell Group
   V.P., Group Creative Director: Rebecca Williams

MULTICULTURAL AGENCY: IW Group
   Group Creative Director: Sisi Zhang
   Lead Copywriter: Harry Truong

PR AGENCY: Golin
   Director: Nichole Luna
   Sr. Manager: Molly Sawyer

 
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.

14+
BackTalk