McDonald’s ‘Good Morning Oscars’ Acceptance Speech Awards Telecast Ad

McDonald’s ran a 30-second ‘Good Morning Oscars’ spot during the 2016 Academy Awards celebrating its All Day Breakfast and featuring a narrative built around its own ‘acceptance speech’ to customers.

In classic Oscars spoof style, the brand thanked those who crack the eggs for the McMuffin, the truck drivers who deliver the produce and the restaurant operators who create the meal, as well as syrup wrangler Sarah.

And, of course, true to form of all good acceptance speeches, McDonald’s also thanked Mom and Dad too.

The commercial, created by agency of record Leo Burnett Chicago, even highlights that the officially allotted time for an Oscars acceptance speech is just 45 seconds.

The voiceover asks: ‘Wouldn’t that be a lot more bearable if that was paired with a montage of delicious breakfast food?’

The McDonald’s montage spans the actors in its All Day Breakfast’s leading roles: the Egg McMuffin, hotcakes, pancakes, oatmeal, yogurt parfait and hash browns.

Even Canada received a credit for having its own kind of bacon ‘which you probably thought was just ham’.

The ad was directed by Kevan Bean and, in addition to create agency Leo Burnett (led by John Hansa, Tony Katalinic, Britt Nolan, Denis Giroux, Beth Dolnick, Ross Greenblat, Shirley Costa, Linda Yuen, Lance Koenig, Claudia Steer, Catherine Davis and Josh Raper), media work was handled by OMD, music, sound and audio was by Another Country, post production from Cutters and production by Story.

The spot, which was amplified across its social platforms,

Well, since we’re all giving acceptance speeches… #AllDayBreakfast pic.twitter.com/vQSQw3lofd

— McDonald's (@McDonalds) February 29, 2016

is basically just a property-relevant reworking of the fast food giant’s current All Day Breakfast nationwide multi-platform US campaign

Join us in celebrating @PCNH_Heather & her #alldaybreakfast recognition across the US for always being ON 24hrs. <3 pic.twitter.com/XOQbLLZemA

— NW FL McDonald's (@McD_NWFlorida) February 28, 2016

Comment

Spoof acceptance speeches is becoming a well trodden path to leveraging the Oscars telecast: both for official commercial partners and ambush brands.

Other 2016 examples of brands activating around the Academy Awards through the acceptance speech theme include official retail sponsor Kohl’s (see case study) and spoof social ‘The Safetys’ spots from Delta Airlines

including ‘Screaming Goat’

and

‘Leaf Blower’.

Links

McDonald’s Twitter:

https://twitter.com/mcdonalds

McDonald’s YouTube:

https://www.youtube.com/user/McDonaldsUS

McDonald’s Facebok:

https://www.facebook.com/McDonalds/

McDonald’s Instagram:

https://www.instagram.com/mcdonalds/

McDonald’s Website:

http://www.mcdonalds.com/

Leo Burnett Chicago: