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Individuals

Agency Network: 
Published/Aired: 
March 2008
McDonald's Print Ad -  Individuals

Description

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

Advertising Agency: DDB, Sweden
Copywriter: Magnus Jakobsson
Art Director: Fredrik Simonsson
Account Manager: Pelle Josephsson
Production Manager / runner: Michael Bugaj
Typography: Daniel Liljas
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Highest Rated

krautland's picture

this ad ignores the fact that only a minority of casual readers will take time to read the body copy.
those merely reading the headline and seeing the logo will walk away with the wrong message.

if they really felt attached to this questionable strategy, they should have made it a blind ad. hide the company name and logo at the end of the body copy.

krautland
Activity Score 3216
Art Director at erm... no calls please.
daniboi's picture

As bad taste as the product advertised. Honestly, this is what's wrong with advertising, unfunny and terribly stupid.

daniboi
Activity Score 14
Paris
ivan's picture

Did you read the small copy? They turn the headline around.

ivan
Creative Director at Ads of the World
Automator's picture

On the contrary, I think this is a very smart, and relevant way to get the message across. Congratulations to the team behind.

And "daniboi": Do you mean that advertising always sholud be funny, something to laugh at? And so clever that only ad-people themselves could solve the riddle? Take a history lesson, seriously.

Automator
Activity Score 34
daniboi's picture

Not at all. Is just I myself am of one of those nationalities, and I find it terribly insulting. Specially taking into consideration what people from those nationalities go through when they go to other countries. It's not even my case, I've just seen a lot of people going through a lot of terrible things, and it just doesn't sound right... It's my opinion man. Don't get all upset about it. You liked it, I didn't. That's that.

Thing is, if they're talking about diversity, and I, as a person from another nationality feel insulted by it (and I just shared it with some people from those nationalities to see their reaction), then it just doesn't work. I couldn't care less whether it's funny or not, if doesn't communicate in the right way to their target audience (in this case, I'm assuming people from diverse nationalities) then it's just not good. I don't care about funny or unfunny, brave, bold, super smart or clever, my personal point of view is towards results, and I'm guessing Mc Donald's too.

It's just a little politically incorrect towards these people.

And please, do not tell me a "brave" agency gets the right to mess with people's sensitivities just to be "clever". Cause then the one who's in need of a history lesson is definitely not me.

daniboi
Activity Score 14
Paris
Automator's picture

Me, being born in Poland, didnt draw to those conclusions. I think you're reading too much in to this. Why would it be insulting to the people from those different nationalities? And what does religion have to do with ethincity? I think that says a lot more about your own prejudice, rather than any others.

I certainly didn't get upset by this, and I honestly think it's a little bit harsh to draw the race card, just like that.

Automator
Activity Score 34
Houdini's picture

idiot.

Houdini
Activity Score 26
Guest's picture

You are from the USA and you know it. Also, it was witty and good. The main text is attention grabbing enough to make normal people read the whole thing. I would also think that you are a PETA activist, looking for anything you can to get pissed off about anything. You, Daniboi, are the reason people get angry with other people...Also, if you really want to make a solid point, pick up a grammar book and a dictionary. Then it doesn't matter your nationality, because you can read and spell! Yahoo!

Guest
bee51490's picture

Daniboi-
This ad in my opinion has nothing to do with consumer discrimination. Being a part of the McDonald's world, I feel that it is a stab against the consumer who says, "Why do they only hire Hispanic people at this McDonald's?!" This ad shows McDonald's commitment to diversity, and that the racist people who criticize and say we are loosing our nationalities by hiring these immigrants need a wake-up call.

"To be a success in business: be daring, be first, be different." - Ray Kroc
I'd say the ad follows his words.

bee51490
Activity Score 5
Public Relations
Guest's picture

OH be quite, you make it seem like they are discriminating. What the ad is saying they don't hire "nationalities" they hire "individuals" meaning...they are not hiring them just to meet a quota they are hiring them because the individual deserves the job...smh. And you should really check your grammar while you're trying to speak intelligent...

Guest
papajohn's picture

Brilliant. Incredibly brave.

papajohn
Activity Score 90
Copywriter
copycomoelcopi's picture

i agree. very brave for a country with strong racial issues.

copycomoelcopi
Activity Score 822
Copywriter
daniboi's picture

I read it. I find it totally inadequate. They want to talk about diversity, make it the copy. That was just politically incorrect and just insulting to all the people from those nationalities. Why not make it with religions then? Say Jews, Muslims and Catholics... it's the same overall idea, right? Why not make it about skin? I've never had the need to comment on the ads here, they're motivating and some even inspiring... but honestly... that was just stupid.

daniboi
Activity Score 14
Paris
LeeHarvey's picture

Who's being 'just stupid' here... You totally don't get it, do you, daniboi? You sound like a client. It's not the most original ad posted here but for McDonald's it's a pretty brave one. Works for me, well done.

LeeHarvey
Activity Score 3045
Creative Director
Wordnerd's picture

Yeah, funny. You really seem to be the only one here not getting the content. But in fact, "No jews, muslims and catholics" would have been even better! Chill dude, everything is ok. you're not racist, we're not racist, they're not racist ;)

Wordnerd
Activity Score 6692
Copywriter
Jarne von Wolfsburg's picture

* * * * *

I like brave brands and agencies

Jarne von Wolfsburg
Activity Score 264
Copywriter |

* * * * *

truecopy's picture

This ad is a firm statement with balls. I like it.
Btw, it's almost sad to see that ppl posting from above work in the industry that invented the "fine print" and now roleplay saints (using big words like politicaly incorrect) when
someone uses it in a new (let's not say controversial) perspective.

truecopy
Activity Score 399
Copywriter |

"Sex sells. Truth even better." - A friend

Todster35's picture

It's a little predictable. And there's a typo in the small print.

Todster35
Activity Score 94
Copywriter at Bray Leino |

DevonDan

Emanresu's picture

Good eye. There is a repeated word: as. Microsoft Word could have caught that. :( Shame, because I enjoy the ad.

Emanresu
Activity Score 2148
Graphic Designer at Apparel design.
Signe_S's picture

By taking a position as a multicultural business you also take on responsibility for not insulting any culture. And I think people could get insulted. Yes you turn it all around in the text at the buttom, but seriuosly: Do you think it´s cool to do this: We don´t want you. We´re racists. Haha, NOT.

NOT cool - come on Sweden. you can do better.

Signe_S
Activity Score 357
Art Director at My own company
papajohn's picture

The whole point of the ad is to say that they are not racist. Good one.

papajohn
Activity Score 90
Copywriter
blacksmurf's picture

i don't get danibol.
The message is clear and stright. It say "we don't take people from other countries, we take people who want to improve and make career" or something like this.
I think it is a cool way to say it.
That's all.

blacksmurf
Activity Score 200
Art Director |

easy to say "art director".

idt's picture

it's nice. I only dislike the fact that I can remove McD's logo and replace it with any other company's logo, and it'll work, maybe just as well.

idt
Activity Score 44
Torpedo Ideas
Charlie Pratt's picture

It's brave, for sure.

It runs the risk of inflaming people that fail to read the bottom portion of the ad, though. It all depends on where this is dropped. I like the boldness, though.

http://www.charlieprattdesign.com

Charlie Pratt
Activity Score 427
ypyng chong's picture

Wow~ I like it~

ypyng chong
Activity Score 39
The One Academy, Bandar Sunway
klaussnow's picture

what is this for? What, all of a sudden mcD's is hiring for talent?

Fast food is known for being the sludge of high school kids and maybe convicts, no aspirational stuff here folks.

klaussnow
Activity Score 1645
Art Director |

... its already been done...

dilagosi's picture

This is too racist. If they wanna talk about not being racist, they shoulda written : we don´t hire greeks, turk, americans, etc. I don´t like it.

dilagosi
Activity Score 31
Copywriter
Chough's picture

huh?

Chough
Activity Score 147
Creative Director
ivan's picture

That doesn't make sense. The message won't change if you change the nationalities. Is it not?

ivan
Creative Director at Ads of the World
back2b's picture

I think if they had mentioned US Americans last (instead of Peruvians) it would have been far better.
The other nationalities are the usual suspects when it comes to racism, but mentioning the US helps to include the twist into the headline.
(And maybe make more people read the copy afterwards)

But I guess they were aiming for the harsh contrast...

Nice one.

back2b
Activity Score 191
Other
Wordnerd's picture

i really don't get it. This is a clean headline luring you into the copy where it makes a twist and even somehow "apologizes" to the reader.

no offence, but you guys finding it still racist seem to be just unforgiving people.

Wordnerd
Activity Score 6692
Copywriter
Jet Propulsion Lab's picture

Apologizes to the reader???
Which line of body copy are you referring to?
You must be one hell of a between-the-lines reader!

Jet Propulsion Lab
Activity Score 10679
Copywriter
pixelbomb1's picture

we don't serve polish sandwich, egg rolls, pho. just processed beef. injected with hormones and steroids.

pixelbomb1
Activity Score 2385
Other |

Sincerely,
Arnold Santillan
714-206-2459

pixelbomb1's picture

Sincerely,

pixelbomb1
Activity Score 2385
Other |

Sincerely,
Arnold Santillan
714-206-2459

Jet Propulsion Lab's picture

I don't always necessarily subscribe to the idea that "all's well that ends well," which seems to be the case here. As a creative communication piece, I think it's brilliant. Although, the technique used is not anything new. (There was a VERY famous 1965 print ad with the headline that just said "Don't Vote For A Negro For Mayor." And then the body copy at the bottom would go on to urge the readers to vote for a man who believes in change. Vote for an individual with a passion... etc, etc. It was such revolutionary writing back then.)

They could have easily used nationalities like Japanese, Americans, Germans or Australians. But then, you wouldn't have an "ad." It's not provoking enough of a hook to get you in... It's this racial-profiling nature of the headline that just rubs me the wrong way, especially when it's coming from a brand like McDonald's. This ad would NEVER run here in the US, by the way. Because it'll be just as quickly denounced as insensitive and offensive. Yeah, but read the copy stupid, you say. Fact is, no matter how big this gets printed, chances are, more than half the people would NOT take the time to actually read it. We're SO used to jumping to conclusions as a nation.

So, here lies the big trap of using a device like this to communicate an otherwise noble and conscientious company message.

And I personally think it was wrong for McDonald's to run with it (IF this actually ran.) My gut instinct immediately told me there was something "off brand" about the ad and its tonality. Of course, this is not regular consumer advertising we're familiar with from this brand, but it just left a bad taste in my mouth even after reading all the body copy.

Jet Propulsion Lab
Activity Score 10679
Copywriter
Citizen13's picture

I love it. Bye.

Citizen13
Activity Score 478

"Assume nothing, question everything."

Barkach's picture

Imagine you are walking on the streeth and see this. The impact is amazing and plays with you own prejudicism and slap you directlyinto your face... coz isn't about racism, is about diversity...

I don't find it offensive at all. I'm from a country that doesn't even came up in this ad, Venezuela, I'm proud of of being venezuelan, of being an individual, of being a number in an excel sheet.

GOOD ON YOU DDB SWEDEN, and good on you Daniboy for spicing up the site.

Barkach
Activity Score 200
Creative Director at DDB Venezuela |

http://yonoveotele.wordpress.com/

daniboi's picture

Finally someone got the general idea of my comment. Cheers mate!

daniboi
Activity Score 14
Paris
krautland's picture

this ad ignores the fact that only a minority of casual readers will take time to read the body copy.
those merely reading the headline and seeing the logo will walk away with the wrong message.

if they really felt attached to this questionable strategy, they should have made it a blind ad. hide the company name and logo at the end of the body copy.

krautland
Activity Score 3216
Art Director at erm... no calls please.
crazylegz's picture

I guess I just don't like this campaign because I hate the company, McDonald's, which made everyone sick with its fast food nation.

It's different if you are talking about politics. So the revolutionary line 'don't vote for a negro' works very well. But who cares if Mc hires whoever. McDonald's is Bad to the core anyway.

crazylegz
Activity Score 92
Oxfam Hong Kong
cherryblossom's picture

it's in bad taste, so to speak.

cherryblossom
Activity Score 10
Client Servicing |

eat my shorts!

LeeHarvey's picture

Sorry, I don't agree cherryblossom (which is btw a beautiful name...)

LeeHarvey
Activity Score 3045
Creative Director
A.G. Pennypacker's picture

Fu*k all the dumb sh*t. Great ad. Nothing racist about it.

A.G. Pennypacker
Activity Score 607
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
troika02's picture

wow! this IS effective advertising. just look at all the comments here. yep, this ad works...

troika02
Activity Score 212
Graphic Designer at Graphic Designer
daniboi's picture

Yeah! It sure works... I can't wait to work for McDonald's....NOT.

Look I just pulled a McDonald's here! :)

daniboi
Activity Score 14
Paris
troika02's picture

if it isn't daniboi himself! hi there! created quite a stir here.

We may not share the same sentiment or opinion on this ad but i would just like to congratulate for becoming a celebrity. You may have been partially responsible for all of this.

troika02
Activity Score 212
Graphic Designer at Graphic Designer
laserbeak's picture

daniboi, lose the chip on your shoulder. You're probably far more preoccupied with race than those you think are racist. This is a good ad. If someone is stupid enough to read only half the ad and falsely jump to conclusions without reading the rest, they deserve to be offended, as am I by such intellectual laziness.

laserbeak
Activity Score 101
papajohn's picture

Holy fuck is this ad ever good. I´m lovin it.

papajohn
Activity Score 90
Copywriter
kurtberengeiger's picture

Shock value: 10
Originality: 01

kurtberengeiger
Activity Score 7323
Copywriter
daniboi's picture

Yeah... just got answers from some acquaintances from those nationalities, and even though they got the copy at the end, they still feel a little insulted. Just wanting to let you know what the average "non-advertiser" thinks. And no, I did nothing but send the ad and say "what do you think?"

Well, it's been fun. What's next!

You have to admit people, that it's more fun with a little controversy, name-calling and discussion, than just your average "I like this ad" comment, which is most of what I always read on this site!

So yeah, let's discuss a bit more about ads!

Cheers to all and thank you for contributing with the debate!

daniboi
Activity Score 14
Paris
Citizen13's picture

Yeah it IS insulting on a second thought.
They are classifying races.
They should written this in an alphabetical order,
instead of beginning with the Turks.

Citizen13
Activity Score 478

"Assume nothing, question everything."

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