Agency Network: 
Published/Aired: 
October 2010
Like
14
Views
45792
McDonald's:  The M
McDonald's Print Ad -  The M

Description

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

Caption

A sandwich for experts.

Advertising Agency: DDB, Budapest, Hungary
Creative Director: Péter Tordai
Art Directors: Guilherme Somensato, Rodrigo Fernandes
Copywriters: Giovanni Pintaude, László Hevesi
Photographer: Tamás Váradi
Log in to post comments

Highest Rated

Bohed's picture

the idea was nice, but failed when it got to consumer's taste. I feel some paper in my mouth

Bohed
Activity Score 35
Graphic Designer |

Professional Graphic Design Studio/Blog
http://www.truekolor.net

Guest's picture

Tastes like cardboard?
That's all I'm getting.

Guest
Guest's picture

really? wow. you're not too intelligent.

Guest
Guest's picture

u r rite

Guest
Guest's picture

haha

Guest
Guest's picture
Guest
Guest's picture

i like this one more than the link you posted :) -danni

Guest
shortafella's picture

me likes

shortafella
Activity Score 1057
Copywriter at GRAFFITI BBDO |

http://www.behance.net/shortafella

atb2005's picture

It's fascinating how different MD advertising seems to be outside the US.

atb2005
Activity Score 13489
Billoughsby's picture

Would have worked much better for certain outdoor applications, such as bus shelter signs. How can we tell? Because the small thumbnail view looks dead like a hamburger. The perception shift that would occur for pedestrians, between long view and close, would have been perfect. It would have made this a memorable attention-getter. But even in medium view here, as in a magazine, it loses that factor. We see a stack of books first thing.

Still, it gets the usual international McD's points for not just shoveling your huge food photo. Five stars of ten.

Billoughsby
Activity Score 5140
Art Director |

That's it.

Guest's picture

This also ran as as bus shelter poster. Needless to show both here as the main idea and visual are the same.

Guest
Billoughsby's picture

Good to know.

Imo, they should have shown the better application and eliminated this one.

Billoughsby
Activity Score 5140
Art Director |

That's it.

Guest's picture

this works. i like it. i guess it's catering to a different target. this would be good in a magazine like TIME or THE ECONOMIST. bravo DDB!

Guest
keithstoeckeler's picture

This doesn't exactly evoke "looks/tastes good"

keithstoeckeler
Activity Score 423
Guest's picture

You sound like a client. Break through the clutter first or consumers won't care at all!

Guest
keithstoeckeler's picture

Disagree. You're marketing food, your first priority is to get people to eat it -- need to make it look like it tastes good. On another product I might agree with you.

keithstoeckeler
Activity Score 423
Guest's picture

In the magazines, you probably could see the actual sandwich way bigger than you see here.

Guest
CUTIEPIE's picture

Couldnt this just be advertising for advertisers and remember that we are ad people, this guys doesnt want you to eat the ad, they want you to see it and appreciate it, thats what this site is about, right?!

Its almost as if i made a 4 arm men to eat 4 hamburgers at the time and you telling me that it doesnt work because the product is for humans not freaks (maybe it just wouldnt work because its crap but you get the point;))

CUTIEPIE
Activity Score 339
Prime83's picture

I like it.

Prime83
Activity Score 489
Creative Director at Huella Publicidad
Guest's picture

Muy bueno. chicos

Guest
Guest's picture

wise burger :)

Guest
jackmancer2017's picture

I think it's good. Puts quality into McDonald's burgers even though it's not really there.

jackmancer2017
Hibon's picture

Great idea...but i don't like the background.

Hibon
Activity Score 3666

Simple ideas are the best !

krautland's picture

okay.

krautland
Activity Score 3182
Art Director at erm... no calls please.
graphikamaal's picture

Very nice, the message "sandwich for experts" is straight to the point.

graphikamaal
Activity Score 111
Guest's picture

This concept of books telling a story has been done for a brand in South Africa called Exclusive Books. I'll try find a link and post back here. Still nice though.

Guest
Guest's picture

Maybe you are a bit confused, dude... Concept of books telling a story for a book shop? Nothing to do with this.

Guest
Guest's picture

Fresh.

Guest
Roger Keynes's picture

Says 'hamburger experts', deliciously.
Nice one, Hungary! :)

Roger Keynes
Activity Score 5458
Copywriter |

The Jobless Writer
Will Think for Salary

Jupiter's picture

nice:-)

Jupiter
Activity Score 547
Artifarty |

commenting just to gather more pencils:-)

Sorry's picture

Nice Work

Sorry
Activity Score 140
Creative Director
Sorry's picture

Nice Work

Sorry
Activity Score 140
Creative Director
angieraj's picture

Interesting concept, definitely attention grabbing. Better than the usual Maccas ads.

angieraj
Activity Score 418
Turrino Advertising LLC |

Cognito Ergo Sum

Guest's picture

this is a classic u people r retarded

Guest
Guest's picture

Tomato should be on top of the lettuce.

Guest
Guest's picture

Take a look at the picture of the actual sandwich... Tomato is placed under the lettuce.

Guest
Guest's picture

For sure concept is different then standard MC but truly speaking first word that come to me is not "expertise" what was probably desired by author but "artificial" - noting nice comparing with Sally Davies’ “McDonald’s Happy Meal Project”
http://www.flickr.com/photos/sallydavies/sets/72157624739645253/

Guest
Guest's picture

I think its a great idea but in terms of art direction could have been much much better.

Guest
Bohed's picture

the idea was nice, but failed when it got to consumer's taste. I feel some paper in my mouth

Bohed
Activity Score 35
Graphic Designer |

Professional Graphic Design Studio/Blog
http://www.truekolor.net

I AM A BEAN's picture

i like it so much. the visual is clear, the message is immediate.

I AM A BEAN
Activity Score 19
Art Director |

I AM A BEAN
www.iamabean.com

Guest's picture

yeah, it shows that mcdo have i high gastronomy
IT'S REALLY MAGIC
MACDO HAS A HIGH GASRONOMY
IT'S NOT A KIND OF JOKE ? REALLY
ADS IS NOT ALWAYS THE TRUTH

Guest
Guest's picture

anyone know what magazine's or other media this ad ran in? someone said bus station ads, but any other info on actual target market and placement?

Guest
Guest's picture

this ad ran in Hungary in 2009. Both as poster, outdoor and print ads in magazines like Playboy, etc...

Guest
ivan's picture

I've seen it on billboards and in the restaurants.

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

works not for me. mc donalds sells fast food and not high class menues.

Janae
Activity Score 375
Guest's picture

The M is the McDonald's high class sandwich.

Guest
Guest's picture

This would be a great ad if McDonalds was selling cookbooks. But they don't so this ad misses the mark.

Guest
myfavouriteadverts's picture

Great visual, I like this.

myfavouriteadverts
Activity Score 12

Hi. I'm a 23 year old Advert Lover living near London, my site is http://www.myfavouriteadverts.co.uk :)

omarjongar's picture
omarjongar
Activity Score 89
Creative Director at Digital Cloud
Hammad S's picture

The concept is good but what McDonald's is going for isn't right.. McD's want to seem classy but they're not. The ad concept is good though: A sandwich for experts and the use of these specific types of books to emphasize that along with "class" = great.

Hammad S
Activity Score 484
miserablybeautiful's picture

Very nice and creatively executed.

miserablybeautiful
Activity Score 20
Advertisement
Featured Content

Latest Collections

Advertisement