McDonald's - 100% Irish beef / Foreign exchange students (2017) :40 (Ireland)

Inherently Irish, Lowney’s spots aim to create an emotional link between McDonald’s and the Irish market. Packed with nuanced humour that creates a local link between the Irish public and McDonald’s, the spots tap into cultural references – including Trabolgan water park in Cork, a popular holiday destination in the 80s and 90s – to generate a sense of nostalgia. So when telling the viewers that McDonald's in Ireland has 100% Irish beef in it, they also tell us the story of when those foreign exchange students got an eyeful of 100% Irish beef. Very funny, voiced by comedian Bernard O’Shea.

Karen Muckian, Account Director at TBWA\Dublin adds: “The question we had to answer was how do we get the Irish public to trust a big, international brand more? From housekeeper to kids, we had to establish a sense of relevance between the brand and local culture and to effectively do that we developed a strategy that humorously taps into uniquely Irish insights and stories.”

Declan Lowney comments: "It was a joy to work with this creative team again. Their bizarre sense of humour and wry observations on the minutiae of Irish life are deeply unsettling. I hope I’ve done their scripts justice."

See also the 100% chicken spot here

Client: McDonald’s
Senior Brand Manager: Gill Blake Swift
Marketing Director: Roma O’Connor
Creative Director: Des Creedon
Senior Art Director: Niall Staines
Group Account Director: Laura Daley
Account Director: Karen Muckian
Account Manager: Siobhan McEvoy
Producer: Alexandra Cullen

Production Company: Rocket Science
Director: Declan Lowney
Producer: Eoghan Ryan
Producer: Helen Barry Duke
Post Production: Windmill Lane
Sound: Mutiny