Getting its grip as the next catch phrase is “Burger! Burger!” Created by DDB, the TVC for McDonald’s cheeseburgers features three teenage friends doing what teenager normally do, which is nothing.
Three versions have sprung from this concept. In “Japorms”, Teenager no. 1 enters a room wearing a tucked shirt. His friends notice and…“Burger! Burger!” In “Bangs”, teenager no. 2, female, joins her two male friends inside a car, a hot red VW Beetle. Friends notice her new haircut and “Burger! Burger!” Version 3 is “LFS” (last full show); the three friends leave the cinema discussing the movie. Teenager no. 3 uses an English adjective, uncharacteristically—“Burger! Burger!”
Created by the team of Teeny Gonzales—who has a knack for capitalizing on teen speak—and directed by Carlo Directo, the ad concept reflects teenage… ennui? The “wala lang” (whatever) generation is depicted so crisply; the copy says it all “kahit anong dahilan na lang, basta ma araw-araw lang ang ultimate cheeseburger ng McDo…” (whatever the reason, as long as you get McDonald’s cheeseburgers daily).
While some senior creatives bemoan the whatever-ness of the idea, the series is obviously a hit with the young market. Comments on YouTube range from a snarky “benta!” (sell-out!), to eager anticipation “dapat sunud-sunod” (you should see them one after the other). Spoofs, whether on YouTube or on SMS, abound. This is, after all, the age where identification is so important. Seeing their reflection mirrored by the ad always strikes a chord with the teenage market. Moreover, this generation is reared on soap opera. Tune in next week!
With the demand for the next “Burger! Burger!” installment, one wonders if the cheeseburgers are selling like…hotcakes.
