Titled “Grand-Pere’ (“Grandpa”), this McDonald’s spot introduces us to an elderly gent who puts on a suit and tie to go to McDonald’s where he orders a McFlurry ice cream sundae and then proceeds to intentionally dab a spoonful of the dessert on his jacket.
There’s a method to his madness, though, as we see him move on to a dry cleaners where the stain allows him to once again encounter the elderly woman behind the counter. She hands him a number of suits that have already been cleaned. This pretext for a romantic encounter, underscoring how McDonald’s plays a part in people’s lives, was conceived by TBWAParis, part of a two-spot campaign directed by Martin Werner of production house HENRY.
CreditsClient McDonald’s Agency TBWAParis Benjamin Marchal, Faustin Claverie, executive creative directors; Sebastien Guinet, art director; Josselin Pacreau, copywriter; Maxime Boiron, head of TV; Mathhilde Nanot-Lachkar, TV producer. Production HENRY Martin Werner, director. Audio TBWAELSE Olivier Lefebre, head of music and sound; Fabrice Pouvreau, music producer; Ferdinand Huet, Philippe Mineur, music AD; Laura Verrecca, music AD assistant; Barthelemy Ponsot, publishing rights and advertising. Music Framix, artist. Track: “A place to be”
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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