Hockey, 1

Agency Network: 
September 2007
McDonald's:  Hockey, 1


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


Fifty cents from your favourite meal goes to your favourite hockey team.

Advertising Agency: DDB Stockholm, Sweden
Creative director: Andreas Dahlqvist
Copywriter: Magnus Jakobsson
Art Director: Fredrik Simonsson
Production: Markus Hallgren
Accountmanager: Joachim Levin
Retouch: Johanna Karsten
Photographer: The Jens
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Ben Requena's picture

I didn't get it either at first.

The ad is saying that everytime you order food from McD's a hockey team will be able to buy new gear. The subsequent photos of gear show more and more wear until another McD's order is placed and then the gear is shown new again.

Ben Requena
p.syche's picture

thank for the explanation, i didn't get the idea of stuff "wearing off" either...

but how does that relate to the McDonald's food? do 50 cents of every meal REALLY go to hockey teams? if so, it's an anti-ad for me... i mean, the hockey teams aren't poor, they don't need my money, i'd rather give my 50 cents to some ethiopians or something...!

Activity Score 267
klaussnow's picture

wow, badly thought out, even I didn't get that.

Activity Score 1645
Art Director |

... its already been done...

andrej dwin's picture

it's a good ad.
not great, but good.
and for people who care about hockey it's absolutely clear, so chances are you're not the TA here.
*the best skate/snow/surfing videos and pictures.
*updated daily!

andrej dwin
Activity Score 937
Copywriter at Publicis Austria |

AdArena: Sex Sells

Dragonwitch's picture

Hey, I like them. Crystalclear and new for mcDonalds. Third world? Eeh, these are hockeyads. Not ads for the third world. Nice work, DDB.

Ed Mintone's picture

how bout a safety cup to round out the message?

Ed Mintone
Activity Score 585
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