How times have changed for McDonalds!

The original video (see below) was obviously television based. Interestingly, lasting up to 1minute in length it focuses on the main character and associating parallel tasks… ‘watching tv and eating at the same time’!

The modern day version’s are only 15 seconds long!
Although the two shown below are tailored for the Japanese market (?) its focus is very different !

They’re both:

• Glossy
• Personal!
• Direct
• Silent (no voice)
• Use elements of the original brand

The good news is that an effective on-line campaign can incorporate some of the positive attributes displayed.

• Lower production costs
• Impact orientation
• High emphasis on brand
• Product specific

Does this approach only work for high power brands?