McDonald’s saves the tailgate in new commercial

Who’s on Top? – January 8-14, 2018

After starting 2018 off with surge in weekly advertising expenditures, spend on new national TV placements returned to typical levels the week of January 8. National TV spend for the week reached a total of $1.3 billion, with 15 percent ($187 million) coming from new commercials. With the Super Bowl just mere weeks away, the price tag to secure airtime during the few, weekly NFL playoff games has been on the rise. Indeed, $55 million in new spending was allocated towards professional football games – one third of all new spend for the week.

Creative Spotlight

In the spirit of the NFL postseason, McDonald’s placed 96 percent of its new ad budget during football games and debuted a commercial featuring who else but football fans. In the spot, two men walk into McDonald’s to order a “Save the Tailgate Meal,” after they lost their grill when making a sudden turn while driving to a game.

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The ad is part of a larger campaign promoting McDonald’s new $1, $2, $3 Dollar Menu – a new take on its iconic Dollar Menu, which now allows you to build whatever meal you want using your favorites. Lucky for these tailgaters who scored 10 McChicken and 10 Bacon McDouble for $1 and $2 each.

For details about creative from other top advertisers, visit The Drum

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