The varied talents of mankind never cease to amaze me. You thought the Xtreme Games were cool when you were 13, now they're just another yawnfest and a not so cleverly disguised money making scheme to be wary of. The word on the street is that Parkour is the new cool. What Industrie Magazine (Issue Two) described as 'the bastard child of martial arts, gymnastics, yoga and capoeira', Parkour is finally making an entrance into mainstream culture.
How so you ask? McDonalds, through advertising agency TribalDDB Sydney, have just unleashed a new TVC onto our television screens. It uses Parkour to sell Bacon & Egg McMuffins. If you fail to see the connection then I'm with you. But I could be wrong. Parkour is the new cool after all, so maybe it will rub off on the ultra cool gen-y target market McDonalds is desperately trying to win back. The following video is the making of, and features the ad in its entirety at the end.
I'm not too keen on grabbing a fad or fashion and attaching it to an ad. It's not an idea. It's like putting a random celebrity in front of a camera and hoping young impressionable youths will listen because they identify with the personality. It definitely doesn't make your brand or product cool. (I'm looking at you Thorpie and your fully sick cereal.)
Having said this, if there is a solid idea, adding a fad or said celebrity to your ad can enhance it's effect. A good example is the use of Ron Moss for Australian Fresh Orange Juice. The story is funny on it's own. The success of the concept doesn't rely solely on the credibility of Mr. Moss.
Another good example is the Honda Cog TVC. It was originally an idea by Swiss artists Peter Fischli and David Weiss created in 1987. The concept was updated and enhanced by the idea, without the two being mutually exclusive.
But to get back to the phenomena of Parkour, highly respected ad agency Wieden + Kennedy were on that bandwagon long, long ago. Back in 2002, they mixed the breathtaking images of Parkour with a hilarious idea to great effect for Nike.
Good try TribalDDB, but somehow I don't think the target will do anything but jump off the couch and into the kitchen for a distracting bowl of vegetables.
3 Comments
Spoken by Tait Ischia Ischia
on Monday, April 2 at 23:07.
How so you ask? McDonalds, through advertising agency TribalDDB Sydney, have just unleashed a new TVC onto our television screens. It uses Parkour to sell Bacon & Egg McMuffins. If you fail to see the connection then I'm with you. But I could be wrong. Parkour is the new cool after all, so maybe it will rub off on the ultra cool gen-y target market McDonalds is desperately trying to win back. The following video is the making of, and features the ad in its entirety at the end.
I'm not too keen on grabbing a fad or fashion and attaching it to an ad. It's not an idea. It's like putting a random celebrity in front of a camera and hoping young impressionable youths will listen because they identify with the personality. It definitely doesn't make your brand or product cool. (I'm looking at you Thorpie and your fully sick cereal.)
Having said this, if there is a solid idea, adding a fad or said celebrity to your ad can enhance it's effect. A good example is the use of Ron Moss for Australian Fresh Orange Juice. The story is funny on it's own. The success of the concept doesn't rely solely on the credibility of Mr. Moss.
Another good example is the Honda Cog TVC. It was originally an idea by Swiss artists Peter Fischli and David Weiss created in 1987. The concept was updated and enhanced by the idea, without the two being mutually exclusive.
But to get back to the phenomena of Parkour, highly respected ad agency Wieden + Kennedy were on that bandwagon long, long ago. Back in 2002, they mixed the breathtaking images of Parkour with a hilarious idea to great effect for Nike.
Good try TribalDDB, but somehow I don't think the target will do anything but jump off the couch and into the kitchen for a distracting bowl of vegetables.
Ultimately it's just boring. Like, get there already.
I wanna see a sequel to this Maccas ad which returns to the same man, only after a few weeks of "jumping" towards his greasy ass breakfast.
Cue the routine only this fateful morning, he just can't get the momentum for that blubber butt he's hauling around. Cue passing postal van and SPLAT. Now that's ya money shot right thurr...
Taitem
just saw it on tv
an even much crapper edit of the longer version
bah