| 标题 | Kayak |
| 广告公司 | Leo Burnett |
| 广告战役 | Chicken Legend |
| 广告主 | McDonald's |
| 品牌 | McDonald's |
| 首次发布日期 | 2017 / 8 |
| 行业领域 | 餐馆与快餐 |
| 剧情简介 | McDonald’s UK has launched a campaign for its Chicken Legend range that positions the quality chicken burger as a reward that we all need and deserve sometimes. Created by Leo Burnett London, the spot broke on Monday 14th August and shows a one-man kayaker about to begin a white-water rapids course. Just as he is about to begin the race he adjusts his glove and accidentally drops his paddle. This causes him to inadvertently spin round so he starts the course backwards. However, despite this, he still manages to successfully navigate the gates backwards and finishes the race, thereby turning his misfortune into a triumph. He later rewards this legendary performance with a Chicken Legend in a McDonald’s restaurant. The film will run on TV, cinema and VOD and is supported by OOH, press, social and digital display activity. It runs for seven weeks with media buying through OMD UK. Steven Howells, Head of Food & Beverages Marketing at McDonald’s UK said: “We’re delighted to launch our TV creative for our Chicken Legend TV campaign. We all know someone we would consider to be a legend, and this campaign celebrates the Chicken Legend as the perfect treat for the everyday hero.” Hayley Power, Senior Creative at Leo Burnett, said: “This campaign pays homage to the everyday ‘legend’. The guy who finds himself in an uncompromising situation, but manages to style it out in a way that only a bona fide legend could, and in a way that makes him utterly deserving of a Chicken Legend reward. When it came to choosing a director to capture the humour of this legendary moment, Andy McLeod was a natural choice.” |
| 媒体类别 | 电视 |
| 长度 | |
| 制作公司 | Rattling Stick |
| 剪辑公司 | The Assembly Rooms |
| 创意总监 | Peter Heyes |
| 美术指导 | Cassandra Jamcotchian |
| 文案 | Hayley Power |
| 客户总监 | David Byrne |
| 广告公司制片 | Javré Dow |
| 导演 | Andy McLeod |
| 制作公司制片 | Stuart Bentham |
| 剪辑师 | Eve Ashwell |
| 后期制作 | MPC |
| 摄影指导 | Stuart Graham |
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