100 Days of Leo Burnett, the Midwestern Master of Mascots DAY 47

Here’s today’s Leo:

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.” — Leo Burnett

More McDonald’s awesomeness — here’s a Quarter Pounder advertisement from 1977, where they used the theme “I’m a Quarter Pounder Person” to create a “movement”, with an interesting nod to “Up With People” (who — almost unbelievably — are the most frequent half-time performers in Super Bowl history with four performances in 1976, 1980, 1982, and 1986) in the third frame with the super “Up with Quarter Pounder People!”

Some really great stuff in this :60 — the art of the longer-form TV ad is nearly completely lost these days. Look at how in this :60 they are able to incorporate:

  • Testimonial advertising that feels natural
  • Little bits of mini-drama in each vignette
  • Good diversity representation
  • Jingle (“You, you’re the one … you Quarter Pounder People”)
  • Great food photography (well, great for the ’70s)
  • Lots of McDonald’s branding — you’re never confused about what this ad is advertising
  • A joke with a punchline
  • Amazing co-branding with Coca-Cola with a not-so-subtle jacket patch
  • Great selling line: “We Do It All for You”

Just soak in the awesomeness:

Continue to Day 48