Through May and June McDonald’s UK rolled out its first ever above-the-line campaign for its summer ‘Fun Football’ programme of kids football sessions run in harness with the four UK Football Associations.
To promote the fast food brand’s Fun Football initiative of free soccer training sessions for the children aged five-to-11 at 600 locations across England, Northern Ireland, Scotland, and Wales, the campaign was spearheaded by a hero TV commercial.
The ‘Seriously Good Fun’ ad featured kids playing the role of (mini) football pundits and it aims to bring to life the ‘physical and social benefits’ of the programme.
The flagship TVC is backed by social support
See our new Fun Football advert at half time? Well, here it is in full.
Tap to Sign up and find your nearest free sessions for kids aged 5 – 11 ⚽
— McDonald's UK (@McDonaldsUK) June 18, 2021
From Grassroots to Inspiring the nation . Our @FunFootballUK coaches visited Wortley FC to see how @Kalvinphillips has encouraged kids to take their first steps in football. ⚽️ pic.twitter.com/3vpJeXL198
— McDonald’s Fun Football (@FunFootballUK) June 24, 2021
The creative all seeks to drive viewers online to the hub site where parents can find out more information about the programme and find a ‘Fun Football Centre’ and register.
The campaign was created for McDonald’s UK by a team at creative agency Leo Burnett with Creative Director Mark Elwood, Creatives Drew Davies and Angus Crombie.
The director was Guy Manwaring at Merman, the Co-Producer was Amy Appleton, with post production handled by Cheat, music supervision was by The Sync Agency and the sound studio was Simon Capes at Soho Square Studios with the lead ad featuring ‘Chelsea Dagger’ by The Fratellis.
Comment:
While it doesn’t break much new creative ground, this is a charming spot featuring kids with bags of confidence and no shortage of skills.
Plus, the chant and beat of the backing track gives a classic sports anthem feel, and provides energy to compliment the action and the sense of playfulness
The 2021 summer Fun Football programme consists of more than 3,000 sessions delivered in tandem with The Football Association (The FA), The Scottish Football Association (SFA), The Football Association Of Wales (FAW) and The Irish Football Association (IFA) – all of which the quick service brand has worked for the past 19 years.
The objective is to provide 5m hours of Fun Football to more than 500,000 kids by 2022 and the scheme aims to get children active, make friends and gain even more confidence.
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