McDonald’s unite world cup fans with its largest global campaign ever

Posted on 2022 Nov,15 | By ArabAd's staff

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McDonald’s unite world cup fans with its largest global campaign ever

With the World Cup about to start, McDonald’s unveiled its largest global campaign to date, which is set to run in 75 countries, and in ten languages and four dialects.

The 60-second spot, which is simply a montage of soccer scenes with Wanna go to McDonald’s? added as a tagline, revolves around the idea that there are two things that unite the world – soccer and McDonald’s.

The commercial, which was shot in four locations around the world, features American actor Jason Sudeikis; Khaby Lame, the most followed TikTok user in the world; K-Pop sensation, ITZY; Twitch streamer and gamer, Edwin Castro, and an array of soccer fans. They are shown in various places experiencing the highs and lows of the sport while sharing a craving for a meal from the fast-food brand. In each scene, the fans ask each other the same question in different languages: “Wanna go to McDonald’s?”

Created by agency Wieden+Kennedy New York, and directed by Darius Marder [Sound of Metal] and Emmy Award winner, Alan Yang, the global film is supported by versions edited for specific markets that bring to life customs and celebrities relevant to those regions. The campaign will also include social activations in local markets.

In the Middle East, for example, McDonald’s will host a social activation called The Happiness Swap. Every time a referee throws a red card, fans can take a photo, draw fries on the card and post it with the hashtag, #WannaGoToMcD, to receive a promo code for free McDonald’s fries on its app.

Also in the region, the brand will partner with famous Arab soccer commentator Raouf Ben Khelif, who will encourage TikTok users to duet his video with their own commentary.

In the UK, McDonald’s will partner with players from the England and Wales men’s and women’s teams to encourage fans to sign up for Fun Football sessions, and is also supporting food poverty charity, FareShare, to deliver food to families in need.

“While we may all root for different teams this World Cup, what we can all agree on is that every celebration is a little bit sweeter with McDonald’s, and every missed goal or yellow card stings just a little less when you’re enjoying a Big Mac,” McDonald’s global chief marketing officer Morgan Flatley said in a statement.

McDonald’s is a sponsor of the 2022 FIFA World Cup, which begins Nov. 20 in Qatar.

CREDITS

Brand: McDonald’s
Global Chief Marketing Officer: Morgan Flatley
Vice President, Global: Erwin Dito
Senior Director, Global Campaign Alliances: Jennifer Delvecchio
Global Director, Strategic Alliances: Clement Brossard
Global Marketing Manager: Lukas Steiniger
Director, Global Alliances: Beth Czerwinski
Manager, Global Strategic Alliances: Dana Sheedy
Director, Social Media: Guillaume Huin
Marketing Manager, Social Engagementnt: Kaitlin Labruzzo
Director, Brand Trust Comms: Tess Mattingly
Manager, Global Comms: Katie Dittmann

Creative Agency: Wieden+Kennedy New York
Global Chief Creative Officer: Karl Lieberman
Global Group Creative Directors: Brandon Henderson, Marques Gartrell
Copywriters: Macie Soler-Sala, Chris Wernikowski
Art Directors: Dan Kenneally, Rebecca Friedman
Head of Integrated Production: Nick Setounski
Executive Producers: Kristen Johnson, Andy Daulton
Senior Producer: Bianca Cochran
Associate Producer: Caroline Park
Global Chief Operating Officer: Neal Arthur
Account Management: Brandon Pracht, Alex Scaros, Kelly Mallory, Fatima Del Barco, Sana Perti
Strategists: Tass Tsitsopoulos, Huw Devine
Comms: Caleb Smith, Eric Uzick, Kaylah Burton
Designer: Martin Routledge
Project Manager: Joanna Groom
Director of Business Affairs: Anna Beth Nagel
Business Affairs: Ramona Seuth