Do you wanna take this outside?
Do you wanna take this outside?
New work from Magnum, Spotify and McDonald's.
Welcome to the Breakdown, a weekly newsletter created by Briefly for marketers and agency folk that want to create work that actually works.
Hello fellow brief-lovers,
If you’re grabbing your first (or maybe third) cup of coffee, why not take a moment to read about some of the work that’s been making noise in the industry this week.
In this week's Brief Breakdown, we're looking at the latest from Magnum, Spotify and McDonald’s.
1. Magnum plead that everyone "Stick to the Original"
In short, Magnum did 3 things well in this campaign:
Find a new way to solve an old problem.
Keep your customer centre-stage.
How you tell your story matters.
Read more about this spot in our quickfire article on the brief that went into this ad. For the last point, watch the ad here and listen to the radio ad here. Yes, the TV ad is gorgeous. But the consistency across channels works a treat, and deciding to use that signature Magnum "snap" in an audio-only environment works even better.
Plan your storytelling around your media.
2. Spotify invite Apple to take the fight outside
This is an offer promotion with a real twist.
Spotify took to OOH to fight Apple on their "anti-competitive" rules about how they display special offers from apps. Spotify's offer itself has been badly censored (it's for 3 months free Spotify Premium), but what the ad ends up actually saying is that Spotify is anti-anti-competitive.
It's a piece of 'performance comms' that's doing more brand than performance. Which, effective or not, is an interesting way to publicise your sign-up offer.
3. McDonald's are dropping heat
The head of marketing, food and beverages at McDonald’s UK and Ireland said:
Our approach for this campaign was to engage fans of both brands by tapping into the feeling of drop culture through a fun, interactive campaign.
We're not going to delve too deeply into whether drops are dead or not - if nothing else, this campaign does bring some excitement to what would otherwise be just another spicy chicken burger.
One thing we have to say though - hats off design team. The OOH and the dedicated website look sliiiiiick.
Until next time,
Ewan
CSO & Co-Founder at Briefly