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Stairs and escalators

Agency Network: 
Published/Aired: 
January 2009
McDonald's Ambient Ad -  Stairs and escalators

Description

Ambient advertisement created by DDB, Sweden for McDonald's, within the category: Food.

Advertising Agency: DDB, Stockholm, Sweden
Creative Director: Andreas Dahlqvist
Art Directors / Copywriters: Simon Higby, Viktor Arve, Felix Söderlind, Tove Eriksen Hillblom
Photographer: Alexander Pihl
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Guest's picture

it would be better the other way round

Guest
missed my turn's picture

agreed.

missed my turn
Activity Score 426
Guest's picture

Agree 100%...so obvious, how can they missed that????

Guest
teenie's picture

Totally disagree. If you're taking the stairs you can afford the calories. If you're on the escalator you're probably out of shape and need help.

It's a joke. The other way around wouldn't have been funny at all.

teenie
Activity Score 1894
Copywriter
djspiralz's picture

If you drink Coke Light, you're already making enough to keep in shape. So you can take a break and use the escalator.

djspiralz
Activity Score 491
Copywriter
brc912's picture

Totally agree with you. People who take the escalator are lazy and probably overweight, thus the need for diet coke! Still doesn't save this from being bad. This seems like they are advertising on stairs just to say they advertised on stairs. There is no other meaning other than that.

brc912
Activity Score 105
Graphic Designer
Guest's picture

oh good. more stuff on stairs. lets move guys...

Guest
everartz's picture

your right... lets move....
--
Everartz

everartz
Activity Score 7613
Art Director |

| everartz |

Guest's picture

If you are a "light"person, you'd defenetly use the stairs other than the escalators.
WRONG!

Guest
Guest's picture

Doesn't work and is quite dull and has been done so many times by other brands but better.

It is the wrong way round.Light coke means less calories,so taking the stairs would be more relevant.

positioning one product against the other means one comes off badly,in this case it's standard coca cola ie;Drink coca cola and you lazy and fat,drink diet and your not.We all know this but you DON'T say it!

Guest
Guest's picture

Yes agree , wrong way round ...the agency could explain why???? (they are not dum)

Guest
Guest's picture

Sometimes clients think that way ...the wrong way. ( some young MD that needs to prove something to his big boss )... they usually say to the agency , "i love the idea but..." and the agency says "OK for money" and changes the idea ....and do the wrong work. This campaign for Coke can be a exemple...i hope for the agency!!!!

Guest
thirty6chambers's picture

here's the other point of view, to solve the big mystery for everyone. you don't need the exercise if you're drinking diet coke.

thirty6chambers
Activity Score 1464
Art Director
Guest's picture

I saw it thirty6chambers way too. wtf is wrong with the rest of you?

Guest
Guest's picture

That's how I saw it aswell, this is great stuff. It's going to win a load of prizes.

Guest
Guest's picture

if this wins awards, I'm going to vomit. Vomit for days and days.

Guest
Guest's picture

If you're too lazy to climb the stairs, it's probably because you're fat. You need diet coke.

That was my take.

Guest
corre's picture

that's exactly what I thought. So it's not necessarily the wrong way round. Drink diet coke and you spare some calories so you can afford to be lazy and take the escalator.

corre
Activity Score 196
Guest's picture

Very nice love this ambient

Guest
simon.gross's picture

I think they got it the right way round. Fat people drink diet coke. Everyone knows that. Fit people don't even think about it.

simon.gross
Activity Score 541
Copywriter at Clemenger BBDO
sneakyhands's picture

what an eyesore

sneakyhands
Activity Score 1857
Copywriter
Guest's picture

hello geniuses! coke regular=heavy, not moving. coke light=light,MOVING up

Guest
Guest's picture

hello geniuses! coke regular=heavy, not moving. coke light=light,MOVING up

Guest
Guest's picture

hello geniuses! coke regular=heavy, not moving. coke light=light,MOVING up

Guest
Wordnerd's picture

How about: coke - calories, move your butt. light - no calories, be lazy. but who can tell. the comments here just show it's not clear at all

Wordnerd
Activity Score 6692
Copywriter
mattndan's picture

I understood it fine, it's not bad...nothing more though.

mattndan
Activity Score 953
Corbeen's picture

the idea is bad, but the good thing is that looks like a bad photoshop :)

Corbeen
Activity Score 1093
Guest's picture

When i first saw the ad i thought it was the way round! But then, surprisly for me, it was not!

Why the hell??!

Guest
Guest's picture

This is a brilliant idea. Brilliant. Wish I had done it.

Guest
Guest's picture

This is super super great. See you in Cannes!

Guest
Guest's picture

The last two guest commentators: Can I guess you work at the agency?

Guest
Guest's picture

This are great. ignore negativitie.

Guest
Guest's picture

OMG! I can't believe how many people are viewing this site (who might work in advertising) who are...uhh...well...I'll just be nice and say, not so adver-smart. An endless argument about what side the Coke and Coke Light advertising should be on (stairs or escalator) can be easily quelled by looking at it strategically.

The strategy for a piece of advertising like this would go something like this:

People who tend to avoid the stairs and use an escalator instead, should probably be drinking Coke Light, in order to not do a double-whammy of A) being lazy and B) ingest more calories. On the other hand, people who tend to use the stairs, even when there's an escalator nearby, can get away with drinking regular Coke.

With things like this its often good to imagine the "voice" of the advertising. In this case, Coke is telling people, "Taking the stairs? Good for you! Have a Coke. Taking the escalator? Better have a Coke Light."

Either way, indeed, anything with the stairs or escalator has been done to hell and back. But its a smart, simple idea. Although it'd be nice if there was a payoff at the top of the stairs and escalator. Like a smart poster or something placed to reinforce the message, just in case people weren't into staring directly at the floor while they're walking.

Guest
Guest's picture

Finally a comment from a creative who doesn't work at a second rate B2B agency. For the record, this piece of work is excellent.

Guest
scarfinati's picture

Its right the way it appears. But it looks like ass.

I wouldve done all the stairs red, with one logo instead 500...

scarfinati
Activity Score 843
Art Director
Guest's picture

Anyone who doesn't get this should be ashamed of themselves. This is a pretty sweet, simple idea executed pretty well. Its a whole lot better than most of the work on this site and I think it will get some awards.

Guest
Guest's picture

People seem to miss that this is actually an ad for McDonald´s.

Guest
remotedt's picture

hmmm... i dunno... i guess i can see how this could go either way because there are obviously 2 schools of though. i think it works this way, but i think it's more effective the other way. you are more likely to sell a product that is marketed towards those that want to loose weight to a person who goes out of there way to do things to help them do so. and in the same respect, the lazy ass that took the escalator more then likely doesn't care if it's a diet product or not.

simple: health conscious people would take the stairs, we know that. i don't think however that he/she would drink a coke because they feel like they've earned it. if they're health conscious, they probably wouldn't drink it at all and would be far more likely to drink the coke light.

furthermore, telling someone "hey fat lazy ass on the escalator, if your thinking of having a coke, make sure it's diet" isn't really the best way to attract consumers to a product, is it?

remotedt
Activity Score 92
graphic designer
Guest's picture

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Guest
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