McDonald’s has produced a wide array of campaigns over the years, but the company has never been good at running campaigns. Most of them revolve around the familiar theme, i-e children, and families. Now, though, McDonald’s is attempting to allure a different demographic, with this realistic, gritty, cinematic style ad that looks more like a hip-hop music video than a restaurant ad.
The Colonie editor, Bob Ackerman, recently paired up with the far-famed director, Joe Pytka, to create a dramatic, 60 second trailer for this fast-food giant, out of Burrell Communications. The commercial was entitled “Good Things” and was based on the story of a group of Afro-Americans.
The video starts with some African-American teens hanging out on shady inner city streets, cut to ‘Inner City Blues, a Marvin Gaye’s mournful song. In the initial seconds, it seems that the guys have some murky plans for the evening. They passed a wall with graffiti, reading ‘no future.’
The group gathers and begins hatching a plan. And then, with spray cans in their hand, they disperse, leaving the audience to assume that they’ll be ventilating frustration and negative feelings with the help of graffiti throughout the neighborhood. But, soon the scene turned an unexpected leaf.
