Big Mac or Whopper? McChicken Sandwich or Chicken Royale? We could sit here all day discussing the merits of McDonald’s and Burger King.
But, when it comes to which of the two win the advertising war, there’s no contest. Case in point? McDonald’s 2016 campaign, ‘We Are Awake’. A mouth-watering, supersized serving of TV, OOH, radio and digital, ‘We Are Awake’ was McDonald’s concentrating on an authentic, consumer-led story approach as opposed to its product.
Even though all executions were flawless, it was the TV ad that really stood out for me. As someone who often works late into the night, ‘We Are Awake’ perfectly captures that familiar sense of nocturnal cravings, the same ones that only a McDonald’s can satisfy, funnily enough.
On a creative and cinematic level, the ad is poetic, almost haunting at times; a welcome departure from the typical fast food ads we see. As with so many great ads, this is nothing without its music. And, that said, Hattie Webb’s cover of Corona’s Rhythm of the Night truly elevates this ad to another level; it’s the final piece of an incredible jigsaw, so to speak.
Now, anyone else peckish? There’s a drive thru not too far away, y’know…