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Making brands human - McDonald's

Being a marketer, I can get quite cynical of advertising as I over-critique it.

But I have to say, I do think the latest McDonald’s TV ad is one of the best I have seen for many years. I would go as far as to say, it is near-damn perfect.

If you have not seen it – pop over to You Tube.

There is no sight of a restaurant or one of their products. Even the use of their brand is subtle, with the “raised eyebrows” and the iconic symbol appearing at the end.

I also do think the music is perfect too. Music in advertising can be so powerful. Using the track by Yello’s “Oh Yeah” is a masterstroke in many ways (Chi chicka chickaaa). Especially for those who are familiar with the film Ferris Bueller’s Day Off.

Marketing Trend - Humanise Brands

As stated in the last Snackable, one of the trends of 2023 will be that move away from product pushing and making brands more human. Just like McDonald’s has done.

What inspiration can those in the mortgage market get from this?

Well, it’s unlikely you have the brand equity of McDonald’s. Therefore, creating adverts and the likes without really mentioning the brand would be a step too far.

However, you can create such activity without pushing products. Focus on how you go about solving the problems of a broker or borrower. But first find out what those challenges are.

Use insight. Get creative. Develop human-led marketing.

Raise some eyebrows yourself.

Chi chicka chickaaa.


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