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McDonald’s ads have always been great, but does this apply to McDonald’s new ads too? Is it clever or confusing? – or both?
Others noted that these new MacDonalds ads are a bit confusing. At first glance, this seems incomprehensible. But by reading the text below the picture, the subject becomes a little clearer for the viewer. The image we see in the ad shows an eye-catching and beautiful scandinavian road showing an obviously Mcdonald’s brand-related yellow road lines with a caption that read “Eyes on the Fries”. With attention, we can see that the image is taken from the perspective of a car.
These beautiful Scandinavian landscapes and eye-catching minimalist designs are part of a campaign in Norway to improve road safety and encourage McDonald’s customers not to eat while driving. While the meaning of this ad is fantastic, unfortunately, this wonderful message is not seen clearly by some viewers, but created more confusion instead.
According to AdWeek, McDonald’s says more than a third of its meals are sold in cars via drive-thrus in Norway, thus explaining the purpose of the advertisement. We can infer that this advertisement is a duty to warn McDonald’s customers to be extra careful while driving by keeping their eyes on the road, which yellow signs are being signified by its famous french fries.
The design label of the second edition, designed by Nord DDB, is also on the way, with minimalist green and yellow print ads reading “Eyes on the Fries.” Next to this picture is a McDonald’s takeaway bag. The takeaway bag contributes to the understanding of the advertisement. However, there is a problem with this ad. Road signs are designed similar to McDonald’s french fries. It is debatable whether this focus is more on potatoes or the road.
While the message is somewhat confusing, the purpose behind the campaign is truly commendable, it brings a new mindset and a careful reminder to its patrons and once we understand the purpose behind the ad, we can say that it was made with a good intention of keeping everyone safe on the road by having our “Eyes on the Fries.”
Aleksander Hetland: Client Service Director
Gro Marwold: Head of Account Management
Torstein Skogedal: Creative
Thomas Eltvik: Creative
Jens Østrem: Creative
Ingrid Hvidsten: Creative
Morten Vikanes: Designer / Motion Graphics
Mats Anderson: Designer