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Even Customers Who Are ‘Too Cool For McDonald’s’ Eat There



Fast food giant McDonald’s latest campaign in Eastern Europe focuses on relaying the brand’s appeal to less likely audiences.

The appeal of the “Golden Arches” to people of varied social outlooks is showcased across three 30-second films created by TBWALatvia.

Titled “Too Cool For McDonald’s,” each spot focuses on an individual—an intellectualist, a goth and a fashionista—as they struggle to retain their poker faces and block out the brand’s menu offer, which is distracting their attention from something think they should be doing instead.

The three films are running across Estonia, Latvia and Lithuania.

“In this campaign, we decided to use an audience that is typically not a McDonald’s target,” Kaspars Eglitis, executive creative director for TBWALatvia, told Adweek. “We picked characters who are, on paper, too cool for their own good to be seen with a burger. But the force is and always has been strong with the Golden Arches.”

He added: “The value offer of this campaign was very appealing both price- and product-wise. With the working title “Poker Faces,” the creative stories evolve around three hard-nosed, stiff-upper-lip folks getting through the impossible struggle. And quite a fight it is.”

Earlier this month, McDonald’s revealed its new “Creative Excellence” plan as it aims to stay ahead of customer demands around the world.

The plan outlined several focuses for the business to develop over the coming years, which were maximizing marketing, committing to the core offerings and doubling down on the four Ds—delivery, digital, drive-thru and development.

As it plans to “find new ways to bring our core menu to life,” it is also expected to focus more on the demand for chicken products, such as the McCrispy Chicken Sandwich, to drive growth.


Agency: TBWALatvia 
Creative director: Edgars Stanga 
Art director: Inta Brūniņa 
Account direction: Kristīne Kalniņa, Kristīna Bēvalde 
Production: Film Angels Productions: Ivo Ceplevics and Katrina Kreslina 
Director: Janis Nords

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