McD’s leaves Barkley, Goodman and Union “Speechless”

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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

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