Animated characters save the day-or at least the lunch and dinner menu-for live-action folk in this intentionally campy installment of a McDonald’s campaign conceived by Leo Burnett Co., Chicago, for the agency’s Singapore office (Leo Burnett PTE Ltd.).
The protagonists are a pair of animated heroes, Fast Fry and Steam Marinade, who protect the universe from an unusual enemy: dried-out fried chicken. Our two muscle-flexing, caped crusaders sport the requisite tights and masks. And for them, nirvana is McDonald’s Chicken McCrispy, a chicken entree that’s crispy yet juicy because it’s fast-fried and steam marinated. The Chicken McCrispy is currently being tested in Singapore.
In the :30 entitled "Napkin," Fast and Steam soar through the air to the top of a high-rise building, answering a live-action woman’s call for help. Our damsel in distress has had her napkins blown away by a gust of wind, napkins that she desperately needs after eating a juicy Chicken McCrispy. Fast and Steam come to the rescue, retrieving the napkins to the delight of the woman.
Darrell Van Citters, co-founder of Renegade Animation, Burbank, Calif., and Brian Belefant of bicoastal WildLife Management were, respectively, the animation and live-action directors who teamed to introduce McCrispy in "My Hero" and "Napkin." Mandarin and English-language versions were done of both spots.
Visually, Fast Fry and Steam Marinade-characters created by Renegade Animation-are as offbeat as their cause. Steam’s chest is emblazoned with a large water drop insignia that surrounds a pictured piece of fried chicken. His utility belt is a spice rack, filled with bottles of various spices. A constant stream of steam spouts out of this boy wonder’s head. Meanwhile, Fast Fry’s head is topped by a rooster comb.
Everything Steam touches gets wet because he’s always steamy. "And if you look closely," said Van Citters, "you’ll notice that his cape is shorter than his partner’s. We figured if he’s always wet, it must have shrunk."
Van Citters explained that the agency and client "wanted hero characters but they wanted them to be just a little "off" because they’re selling chicken after all. Everything is delivered with the utmost seriousness, which makes the spot funnier."
Leo Burnett Co., Chicago’s core team consisted of copywriter Steve Simoncic, art director Anne Pazen and producer Glant Cohen.
Belefant’s support team at WildLife included executive producer Brian Donnelly, producer Dona Shine and production manager Adrianne Victory. Live action was shot in Vancouver, B.C., by DP Kevin McKnight.
Teaming with Van Citters on the cel animation was exec. producer Ashley Postlewaite. Ink and paint was done at VirtualMagic, North Hollywood, Calif., by technical director Andy Jolliff and producer Brant Hawes.
The campaign was cut by Deb Schimmel at Optimus, Chicago. Optimus’ Craig Leffel served as colorist, with effects done by a facility contingent comprised of compositors Glen Noren, Mike Ciacciarelli and Marko Markewycz. Optimus was also the audio post house, with Bruce Lash the engineer/ mixer.
Music composer/arranger was John Ferreira of Genuine Sound Design & Music, Chicago.
-Millie Takaki
Director Jack Begert Joins Biscuit For His First Commercial Representation In U.S. & U.K.
Biscuit Filmworks has added filmmaker Jack Begert to its roster in the U.S. and U.K. This marks Begert’s first representation in advertising, building upon his acclaimed work in music video and film. He is best known for his striking aesthetic and surreal use of visual effects, displayed in his feature film debut Little Death, which won the NEXT Innovator Award at the 2024 Sundance Film Festival. The film stars David Schwimmer, Gaby Hoffman, Dominic Fike, and Talia Ryder, and was produced by Darren Aronofsky.
Miami-born and L.A.-based, the USC Film School graduate began his career in VFX and as an editor. Begert has worked with iconic musical artists including Kendrick Lamar, SZA, Flying Lotus, Childish Gambino, and Olivia Rodrigo, and has independently directed international campaigns for brands such as Apple, Converse, New Era, and Reebok.
Shawn Lacy, founding partner of Biscuit Filmworks, said of Begert, “We are such fans of his work--and of him as a creator, thinker, collaborator, and great guy.”
“My creative approach is often about trying to discover something unexpected in the filmmaking process,” said Begert. “Biscuit is a place where I can bring my own perspective to the work and still feel supported. That philosophy is clear from the talent they represent, and I’m excited to join their roster.”
“Jack’s work blew me away the moment I first saw it,” said Rupert Reynolds-Maclean, managing director at Biscuit Filmworks UK. “He is a modern young director who clearly cares deeply about both craft and the necessity for it in his storytelling. Everything always pushes the narrative forward. We’re looking forward to making great work together.”
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