Agency Network: 
October 2010


Print advertisement created by FP7, United Arab Emirates for McDonald's, within the category: Food.

Advertising Agency: FP7 McCann, Dubai, UAE
Creative Director: Georges El Hoyek
Art Directors: Cesar Bautista, Paola Mounla, Javaid Siddiqui
Copywriter: Kamlesh Shankar
Account Directors: Firos Malaydan, Mazen Sous
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Pedestrian's picture

I get the concept, but that's a hell of a lot of reading.

Activity Score 492
morse's picture

I agree. Lot of reading, but it's clear even if you don't read all of it. 100% Pure Beef. Hired.

Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

silvi's picture

I don´t like it. Too heavy copy. Not to creative.

Activity Score 4172
HappyHour's picture

seems first thought. a pretty weak one at that.

Activity Score 2381
Guest's picture

Good concept as a way to illustrate selectively choosing beef, but unfortunately the copy is as dry as the patties themselves. And there was a real opportunity to be humorous and quirky - heck, even just FUN (especially considering the brand).

The other problem with the copy is that it alludes to things that are unappealing e.g. grilling on two hotplates (versus an actual grill), and slaughtering of beef (we know where it comes from but it's still a food ad and needs to maintain its appeal).

jackmancer2017's picture

Don't have to read it fully to make it work. It's pretty clear. It works, but not hugely creative.

Sushi lover's picture

when I first see this ad, I kinda get the idea. but just the long long long reading, I gave up to dig more about the idea.
the long reading kinda scary me out.

Sushi lover
Activity Score 907

Dream needs to be big!

Dzsoi's picture

Make the copy shorter or more funny/interesting. Idea is there absolutely.

Activity Score 8532
Copywriter at junior copywriter
pez's picture

This is really ugly... Not deserves to be here at aotw for me...

Activity Score 1804
Creative Director
Bitty86's picture

I suppose this isnt called the best ads of the world or even good ads of the world. Just ads of the world... this is an ad that is all

Activity Score 71
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