Unbranded, Sundae

Agency Network: 
July 2013


Epic close-up images of McDonald's iconic foods with little or no branding.

Print advertisement created by TBWA, France for McDonald's, within the category: Food.

Advertising Agency: TBWA, Paris, France
Creative Director: Jean-François Goize
Art Buyer: Julie Champin
Food Creative Director: Maud Poilpré
Food Stylist: Anne-Claire Delphin
Photographer: Sue Atkinson
Production / Agent: Trayler & Trayler
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stke's picture

laziest ads ever

Activity Score 274
morse's picture

No logo or words needed. Just instant craving.

Activity Score 18087
Art Director |

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

mknapp2's picture

Most of them 'work', as in I can identify them as a McDonalds product, but the hot fudge sundae I would have no idea.

Activity Score 2
Public Relations
MisterTV's picture


Activity Score 11
Creative Director
albinojc's picture

Lazy, but genius.

Activity Score 285
Art Director at AMP Propaganda |

certaintly's picture

at first i thought "is this a joke ivan?" this is literally just a photo of their food

but when i realized there was no logo and you could still recognize it as mcdonalds, i thought "brilliant"

Activity Score 3994's picture

What's the matter with me?
Activity Score 59
Creative Director |

Life itself doesn't have meaning, which should be created by ourselves.

certaintly's picture

although someone in the other ad mentioned it's been done before...

Activity Score 3994
mark3r's picture

In my opinion, it's brilliant. This is a great way to show off how strong of a brand MCD is. It's a visual "nuff said".

Activity Score 1949
Art Director at Scout
Emanresu's picture

This is the only one I'm kind of iffy about. Is there something unique about a McDonald's sundae that separates it from any other restaurant or ice cream shop?

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

images of brand is also ad, lazy but strong when it works.

Activity Score 1304
fcostausb's picture

There's something I don't understand. What is the reason for the MC Donalds show that your brand is strong? What is the relevance to the target?

Activity Score 173
Art Director
monoliz's picture

they secure space in minds of consumers

Activity Score 1304's picture

Yeah, just get one and eat it
Activity Score 59
Creative Director |

Life itself doesn't have meaning, which should be created by ourselves.