Apparently McDonald’s has accomplished something even Shaq can’t – silencing Charles Barkley.
All it took was introducing a new 100% fresh beef Quarter Pounder burger to quiet the outspoken and opinionated TNT broadcaster and former NBA legend, as well actors John Goodman and Gabrielle Union. The fast food giant claims that when one is enjoying an irresistibly, mouth-watering burger they are reduced to primal, “Burger language.”
Launching May 7, McDonald’s introduced their new 100% fresh beef Quarter Pounder burgers with the new Speechless campaign from We Are Unlimited, in close partnership with The Marketing Store, Burrell, Alma, IW Group, Resolution and OMD. Inspired by the idea that words can’t describe the pure delight, the feeling, and the taste of a hot and juicy burger, the Speechless creative leverages celebrities and technology to speak for customers eating McDonald’s new hotter & juicier, 100% fresh beef Quarter Pounder. The burger tastes so good the customer is literally left speechless.
Directed by Nick Ball from MJZ, watch Sir Charles, Goodman and Union enjoy their new fresh Quarter Pounders below:
Additionally, singer Luis Fonsi also describes just how good McDonald’s Quarter Pounder tastes in spots created for the Hispanic Market by Alma. Watch Luis’s videos below.
ALSO READ: We Are Unlimited expands and deepens creative team
Other spots show the three stars interacting with and interpreting other speechless McDonald’s customers reactions to the Quarter Pounder.
Speechless isn’t just limited to broadcast though. It’s a massive integrated campaign running broadcast, online video, radio, out of home, social media and in digital.
YouTube Masthead with Closed Captioning
The Speechless masthead will feature Charles Barkley, Gabrielle Union and John Goodman, and uses YouTube’s closed captioning function in a way that no brand has done before. Normally closed captioning displays what someone is saying, but since eating McDonald’s Quarter Pounder has left the celebrities speechless, the closed captioning does the talking for them – revealing the overly expressive, entertaining explanation of the sensation.
Snackable Social Content
Speechless content featuring Charles, Gabrielle and John will be delivered on Instagram, Snapchat and Facebook.
To excite audiences’ senses, short videos using a split screen approach and an ASMR-like technique with John Goodman showcase how McDonald’s burger is made from start to finish. These sensorial videos highlight how much hotter and juicier McDonald’s made their new 100% fresh beef Quarter Pounder. Facebook and Twitter users will be served John Goodman’s ASMR(ish) video, while people on Instagram and Snapchat will experience the ASMR-ish video through a series of sequenced videos within the “story” unit. Check out John Goodman’s ASMR(ish) video below:
On the day of the launch, a playful unboxing video featuring Charles Barkley will be served to All US Twitter users when they open their feed. In the video, Charles has fun opening the new Fresh Beef Quarter Pounder, and after taking a big delicious bite the chatterbox is left speechless. See the Unboxing video featuring Charles that Twitter users were served with.
On Instagram, Charles, Gabrielle, and John share the deliciousness of McDonald’s juicier and hotter burger by handing off a Quarter Pounder to one another using a carousel format. It all ends with a delicious speechless moment. Watch Charles, Gabrielle and John share the deliciousness below:
Now I’m a Quarter-Pounder fan and known to have an opinion or two so I’m curious how good this burger is. Will this new burger leave me speechless?
Challenge accepted, McDonald’s.
Have new work? Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
CREDITS
CLIENT: McDonald’s U.S.
Morgan Flatley, U.S. Chief Marketing Officer
Kenny Mitchell, VP of Marketing, Brand Content and Engagement
Lizette Williams, Head of Cultural Engagement, Marketing
Julie Wenger, Sr. Director, Brand & Marketing Content
Anna Sawicki, Manager, Brand & Marketing Content
Kelley Crismore, Supervisor, Brand & Marketing Content
Emily Charron, Manager, Digital Campaigns & Content
Falzan Tahir, Supervisor, Digital Campaigns & Content
Janie Posades Reyes, Production Operations Manager
CREATIVE AGENCY: We Are Unlimited
Ari Weiss, Chief Creative Officer, DDB North America
Toygar Bazarkaya, Chief Creative Officer, We Are Unlimited
Max Geraldo, Executive Creative Director
Josh Mizrachi, Creative Director
Matt Dalin, Creative Director
Jimmy Dietzen, Creative Director
Jonathan Pliego, Associate Creative Director
Jeff Barry, Associate Creative Director
Philipe Diao, Associate Creative Director
Brandon Zach, Copywriter
Jon Ellis, Chief Production Officer
Tom Cronin, Executive Producer
Denis Budniewski, Chief Client Officer
Chris Bergen, Group Business Director
Mary Ashley Chenoweth, Account Director
Carly Richter, Account Supervisor
Kylee Shelhamer, Associate Account Executive
James Lou, Chief Strategy Officer
Noemi Garcia, Narrative Strategist
Justin Hood, Director Platforms and Partnerships
Tara Reardon, Integrated Producer
Caitlin VanderKlok, Art Director
Liza Rush, Copywriter
PRODUCTION COMPANY: MJZ
Nick Ball, Director
David Zander, Executive Producer
Emma Wilcockson, Executive Producer
Karen Chen, Producer
Brian Taravella, Production Supervisor
EDITORIAL: Arcade LA/The Mill Chicago
Will Hasell, Editor, Arcade LA
Fernando Raigoza, Assistant Editor, Arcade LA
Adam Parker, Producer, Arcade LA
Luke Morrison, Color, The Mill London
James Babiarz, Producer, The Mill Chicago
AUDIO POST: Another Country
John Binder, Sound Design/Engineer
Louise Rider, Producer
Tim Konn, Producer
HCM Agency: Alma
Luis Miguel Messianu, Creative Chairman/CEO
Alvar Suñol, Co-President/ Chief Creative Officer
Michelle Headley, SVP, Production
Jorge Murillo, VP, Executive Creative Director
Mauricio Mutis, Associate Creative Director/Art
Gabriel Ferrer, Associate Creative Director/Copy
Gabriel Reyes, Associate Creative Director/Art
Benjamin Levitt, Senior Copywriter
Michi Bandin, Senior Producer
Beatriz Del Amo, VP, Group Business Director
Karen Udler, Account Director
Cristina Lage, Management Supervisor
Maria Hodgson, Account Supervisor
Adriana Piñeda, Account Executive
Jennifer Pollack, Senior Director of Strategic Insights
Felipe Diaz-Arango, Senior Planner
HCM Production: ALMA In-House Studio
Yeyo Marquez, Executive Producer
Fro Rojas, Creative Editor
Erik Justiniano, Online Editor
Monica Peña, Studio Manager
Jose Toledo, Audio Engineer
AACM Agency: Burrell
Lewis Williams, EVP/Chief Creative Officer
Rebecca Williams, VP/Group Creative Director
JeWayne Thomas, VP/Account Director
Djuana Stoakley, Associate Director/Account Planning
Chris Powell, Art Director
Adam Yencho, Copywriter
Crystal Dunn, Junior Copywriter
Shirley Portee, Executive Producer
Catherine Antoniello, Senior Broadcast Producer
Carlo Treviso, Senior Digital Producer
Antonio Gray, Junior Account Planner
Nashonna Griffin, Associate Account Director
Susan Neeley, Senior Account Executive
ACM Agency: IW Group
Sisi Zhang, Creative Lead
Heather Hannasch, Creative Director
Flora Zhao, Group Client Director
Mac Dallarte, Project Manager
Social Media: Resolution
Eric Dornbrook, Director
Samantha Bartucci, Associate Director
Samantha Culbertson, Strategist
Maura McNulty, Associate Director
Samantha Welch, Strategist
Media: OMD
Mike Solomon, Managing Director
Lisa Hanauer, Group Account Director
Erin Kienast, Digital Group Account Director
Lindsey Susick, Associate Director
Brittney Lutz, Strategist
Restaurant Experience: The Marketing Store
Jim Eby, Senior Vice President, Creative Director
Marjorie Novotney, Associate Creative Director
Megan VanDagens, Art Director
Sarah Davis, Copywriter
