"Savannah"

9 October 2017

40s

Fancy a bite?

Leo Burnett once again demonstrate an uncanny ability to make the most of McDonald's cyclical propositions by injecting a little humour into the script. And by asking Tony Barry to direct, they gain hugely from his innate understanding of how a joke should be weighted.

A couple on a safari holiday are driven by their guide to a remote spot on a South African savannah. When the latter adds dangerous animals to his wistfully delivered list of the local attractions, they realise they may have bitten off more than they can chew.

The metaphorical message is clear - if you want to sample an exotic cuisine, you may find yourselves with all kinds of nonsense on your plate so it's best to stick with a food outlet you can trust. It may not be something gourmets want to hear, but they're not exactly the target audience.

As a piece of advertising, it gets the job done. It captures the audience's attention and then provides them with a glimpse of something they might want to try, and we suspect sales of the advertised offering will go through the roof on the back of this. Safari holidays... not so much.

UK

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