Hockey, 3

Agency Network: 
September 2007
McDonald's:  Hockey, 3


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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proverbialthought's picture

The only good thing about McDonald's marketing is their budget. Which in consideration of the horrible ads they put out is probably a terrible thing.


Activity Score 278
Graphic Designer |


jimchristianx's picture

Why in God's name would money go to a hockey team? Are they struggling to survive like the other 4 billion people on this planet. Thanks McD's!

Activity Score 116
Art Director
p.syche's picture

good one!

that's EXACTLY what i thought when i saw the ad :)

Activity Score 267
andrej dwin's picture

could be because it's the number one sport in sweden and thus a great idea.
you know, there's a lot of other social causes worth corporations' interest and support besides those two huge issues. and it's from a marketing standpoint a way better allocation of your money, too.
*the best skate/snow/surfing videos and pictures.
*updated daily!

andrej dwin
Activity Score 937
Copywriter at Publicis Austria |

AdArena: Sex Sells

proverbialthought's picture

And because it is against company policy for them to donate food to hungry people...


Activity Score 278
Graphic Designer |


hang-the-dj's picture

Stupid isn't it?

I sometimes get asked at the train station to donate money for 'junior football'. I ask them if the kids who play football need food and shelter, when the answer is no I reply 'Then why would I give them any f*cking money?'

This is another venture in the same vein of McHappy House, just an attempt to get people to see McDonald's as a considerate, responsible and helpful part of the community. There is a very good reason why they need to project this type of image of course, because the truth is in fact the exact opposite.

Activity Score 1262
TRICKY's picture

i am sure a couple of hockey gloves or ...or ....costs more than 50cents

Activity Score 3794
Creative Director |

The man who stops advertising to save money is like the man who stops the clock to save time

GuestMan's picture

great ads! I love how it´s not the usual happy clown or play with the M-logo.

Guest No 1.346.971.005.321.375's picture

"the usual happy clown or play with the M-logo" ???
which century are you livin in?

Guest No 1.346....
Surly creative director's picture

88 Billion served.
Several hundred AOTW frequenters served another [edited by admin for foul language] ad.

Surly creative ...
Activity Score 140
Creative Director
Guest's picture
    Fifty cents from your favourite meal goes to your favourite billionaire.
Dalbir Singh's picture

Look at it this way, would you rather have that 50 cent go to McD's pockets? Creatively I didn't get the ad...


Dalbir Singh
Activity Score 552
Creative Director |


GuestMan's picture

Show me a donalds-ad (print) that doesn´t do the old M-logo-play, please.
and no japanese obscure shit. For christ sake show it to me and I´ll shut up.

Vintage's picture
GuestMan's picture

Yeah...that´s these are three others. thank you. WOW!

proverbialthought's picture

I wonder if they will explain that the menu has been shifted so that that 50 cents will be paid by the consumer in another way. Now I know why the dollar menu in Chicago has gone from getting a medium fry for a dollar to getting a child size. I guess because they are giving 50 cents a meal to hockey teams. You can bet your bottom dollar that Mc D's is not absorbing this donation; they are charging us for it (or you since I don't eat there) in other products.

The next time you notice that the price of your favorite value meal has been raised by 20 - 50 cents just yell through the drive-thru menu GO HOCKEY!!! Cause that's what you're paying for, Mc D's donation that will be used as a tax write-off anyway!


Activity Score 278
Graphic Designer |


Rog's picture

It's a brief, ffs
The moral high ground is making some little noses bleed today.
The ad... is a piss poor, client thought, literally answered and blandly executed.

Please dispose of throughtfully.

Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

kusumsiri of colombo's picture

nice thought

kusumsiri of colombo
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