ASIA-PACIFIC – SHANGHAI, CHINA, FEBRUARY 10, 2012: China’s new McDonald’s commercial insists that its beef is decisive, strong, calm, and all things manly.
The new TV campaign titled "Manly Man Beef" by TBWAShanghai highlights McDonald’s beef with the characteristics of a "manly man".
The campaign takes its cue from last year’s "100% Manly Man, 100% Real Beef", adding up insights into Chinese men and their characteristics: simple, no-nonsense, straightforward, and decisive.
Aiming to target young urban meat lovers across China, the campaign has five commercials including a TVC for Shanghai, Beijing, Shenzhen, Guangzhou (in Cantonese), and a national TVC. The commercials will run from February 7 to March 6, 2012.
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Full credits:
Project Name: Beef 2012 ‘Manly Man’
Creative Agency: TBWAShanghai
Client: McDonald’s China
Group Creative Director: Kienhoe Ong
Creative Director: Joe Zhou
Associate Art Director: Steven Chung
Senior Art Director(s): Ming Zhang
Copywriter(s): Popo Jin
Director: The Real McCoys
Production Company: P.I.G. China
Production Company Executive Producer: Nick Dodet
Head of Planning: Ellen Hou
Agency Producer: Raymond Lau and Mo Chan
Brand Team Leader: Brian Swords
Group Account Director: Jane Lim
Associate Account Director: King Lee
Media Agency: OMD
