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History repeats: after leaving the wild creativity of Crispin, Burger King rediscovers the value of food porn—and the trades bow down before spots with lots of big meat shots like they were the second coming. Here, the attempt is to add some breakthrough via quirky voice and burger personification, a book in the library I’d argue that Arby’s now owns lock, stock and spatula (okay, media peeps, I know, I know, that Arby’s spending is the size of a tiny boil on McD’s ass. Still.) Last, the line “perfect made perfect we” strikes me as the brand speaking to itself. While they must have reams of data showing it works, I don’t think presenting the product as “perfect” exactly qualifies as “truth well told.” Sorry, different agency. Having said all that, I bet a) they spend their way to results, and b) considering the source, this proves to be a tactical placeholder while the bigger campaign unfolds.

likesmarthelpful

These are great. There’s so much that’s not in them. Simple. Makes the food look great. Feels honest and modern and the VO is great. It’s exactly the right thing for a brand that needs to be honest about what it does.

Sometimes restraint is the strategy.

But if all you care about is lions then I can see why what makes this good would evade you.

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Everyone (calmly): “These spots aren’t very good.”
ECD1: “WHOA! WHERE’S ALL THIS RAGE COMING FROM?!? EVERYONE JUST CALM THE HELL DOWN!!!
Everyone: “What? No, we just aren’t impressed with...
ECD1: “THIS IS OUT OF CONTROL!!!”

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Recent IconRecent

“They blinded them with science! But in the end, WAU forgot the power of creativity” -W&K after they won the pitch.

I guess W&K forgot to turn on the power?

likesmart

Question: If a creative from another agency sent a book containing these spots to Wieden, would they get them a job? An interview? An emailed “no” response even?

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Calm down. We are just barely getting warmed up.

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I’m with you about this not being reason to call WKs creative chops into question. But they very publicly and somewhat ungraciously made the McDs win all about creativity when they took all those long-standing jobs out of my hometown. That makes it fair play to call them out for a decided lack of creativity in their debut effort.

I’m sure they’ll dazzle us going forward. But they sure didn’t this time.

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For this they need w+k?!

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Only WK could've made these ads.

None of the rest of us pleebs working at other agencies could do this.

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Minimalism. That’s virtually impossible to do nowadays. That’s why.

Wieden, a word of advice. Next time think twice before bragging that “Creativity won,” or whatever it was you said when you got this account from We Are Unlimited in Chicago. These spots are nothing.

likesmartfunny

Why aren’t all the spots about dining hacks? Isn’t that the definition of perfect made perfecter?

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Idk why an article was needed to talk about these but k.

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Why is McDonald’s work always voiced by a white man? When their customers are primarily women and a lot of minorities?

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These spots are not good. But a lawsuit for a voiceover because it’s a white male? Give me a break.

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“But in the end, WAU forgot the power of creativity (or arguably didn’t have much to offer). And three years later, they’ve been relegated to an operational role and WKNY will take the lead. There’s a lesson in that for all of us: it’s never either/or, it’s and/and. Insight, intelligence and great creativity win the day.” 👆😂😂😂😂😂

likesmart

That statement is actually way more entertaining than this McDonald’s campaign.

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Arby’s but worse.

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McDonald’s will be back in Chicago in no time. This is as good as it gets with that client. McDonald’s global work is wayyyy better.

likesmart

Definitely has that Highlife vibe.

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Hay Wieden I’ll come work on McDonald’s even if this is all I get to doooo

Do I sound desperate?

Hope not kthxbai

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At first, I thought, “Eh,” but then by the time I watched all of the spots, I thought “Wow.” Great example of a true *campaign.*

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The best part of the ads is the casting of Brian Cox.

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Lmao. You guys crack me up.

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Peasants...NOW DANCE FOR WIEDEN! DANCE!

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If you recall—okboomer—before Da Da Da and Pink Moon and Bubble Boy & all the other classic VW work, Arnold had to do crappy retail Jetta lease work...like smash mouth auto retail to the core. THEN they did the great stuff. It’s Wieden. Relax.

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Exactly. With the bad-winner smack talk, wk essentially revoked their claim to a grace period.

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I wouldn't put them in my book.

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