Hong Kong star Nic Tse uses music video to promote McDonald’s – in DDB campaign
DDB has taken ‘subtle’ product placement to another level by advertising McDonald’s meals via a music video by popular Hong Kong singer-songwriter Nic Tse.
The four-minute music video and accompanying 45-second television commercial feature a new product line themed around “the flavours of the city” – including bolognese and fried egg Angus burger and a fried onion crispy pork cutlet burger.
These are said to be aligned with Tse’s “childhood memories of his beloved hometown, its people and its diverse cuisines”.
Prior to the TVC going live, Tse’s song and music video were released without any branding and only “subtle hints of McDonald’s” before the commercial then ran on television – according to the agency.
McDonald’s Hong Kong chief executive officer Randy Lai said of the city that inspired the new dishes and advertising campaign: “Hong Kong is a mesmerizing city. There is always something new to discover, even for people from here.”
Meanwhile, DDB Hong Kong chief strategy officer Andreas Krasser labelled the work as “multi-sensorial ode to the city”. He added: “People know Nic Tse, the super star. With our campaign however, we really wanted to bring out Nic Tse, the person.”
The campaign is running on television, social media and out-of-home in Hong Kong.
Credits
Vice-president and regional director: Peter Rodenbeck
Chief strategy officer: Andreas Krasser
Chief creative officer and managing director: Keith Ho
Creative team: Tony Cheung, Iker Lin and Roden Chau
Account management: Maggie Cheung, Jim Leung, Maggie Ng and Nickson Ng
Tribal: Amy Kong, Kevin Kan and Leann Li
Head of broadcast: Annie Tong
TV director: Maisy Choi – Such Films
Media agency: OMD
Dean is the general manager at Mumbrella Asia. He is an experienced British journalist, who has worked in a number of international markets including Singapore, Australia, Dubai, Switzerland and the United Kingdom. As well as his media work, he is also a published academic.
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