The world is heading to France this summer–in large part due to the Olympics. And one place tourists feel at home is McDonald’s, as reflected in this TV spot directed by the duo Bradley & Pablo via production house La/Pac for DDB Paris.
We hear tourists in their respective languages ask directions to the nearest McDonald’s. Wheras the brand is called “McDo” in France, tourists have varied pet phrases for McDonald’s. This film shows tourists searching for their “Mickey D’s,” “Makudo” and “Mecces” facing very perplexed French locals before the iconic term Big Mac is uttered and doesn’t get lost in translation, serving to bring everyone together.
CreditsClient McDonald’s France Agency DDB Paris Alexander Kalchev, chief creative officer & co-president; Delphine Tabutin, Melanie Pennec, creative directors; Nicolas Malcorps, artistic director; Lucille Ortega, copywriter; Chloe Vomscheid, jr. artistic director; Mia Mercuri, Kevin Audric, assistant artistic directors; Cedric Ledoux, strategy director; Corinne Persch, Lucie Daumas, producers. Production La/Pac Bradley & Pablo, directors; Jerome Denis, CEO; Daniel Fernandez Abello; DP; Valery Rouet, culinary stylist. Sound Production Studio 5 Cédric Boit, Clément Reynaud, Alexandre Vicart, Josselin Tange, sound engineers; Marine Cremer, music supervisor.
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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