McCrispy - McDonald's | Clapboard Ad Archive
McDonald’s France enlisted TBWA\Paris in 2023 to launch the McCrispy campaign, a vibrant film that elevates the sensory experience of a new crispy chicken sandwich through imaginative storytelling and bold visual metaphors. The campaign centers on the crispiness of the McCrispy, a product featuring 100% fillet chicken with an ultra-crisp breading, honey and mustard sauce, and a soft potato bun, positioning it as a fresh and innovative offering in France’s competitive fast-food market. Set in the relatable environment of a postal sorting center during summer jobs, the narrative follows two young workers whose bites into the McCrispy trigger explosive bursts of color, props, and playful interactions, including a romantic rivalry, symbolizing the burger’s ability to transform mundane routines into moments of joy and excitement. This fantastical depiction aligns with what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit—where exaggerated visuals and surreal effects embody the product’s sensory impact rather than relying on straightforward demonstrations or problem-solving narratives. The use of a lively cover of Kids in America, produced by Else, amplifies the youthful energy and vibrancy that the campaign seeks to associate with the McCrispy, reinforcing the brand’s intent to connect emotionally with a younger demographic familiar with seasonal work and seeking entertainment in everyday life. This approach distinguishes McDonald’s from competitors like Burger King, which emphasizes flame-grilled customization, and KFC, which leans on authentic Southern heritage, by focusing squarely on the tactile and playful qualities of crispiness as a source of delight. The campaign’s colorful, kinetic aesthetic and lighthearted tone inject energy into McDonald’s broader food category communications, positioning the McCrispy not merely as a new menu item but as a catalyst for lively experiences that resonate with contemporary French consumers. Clapboard rates this campaign 63/100. This campaign matters because it demonstrates how fast-food advertising can transform a simple product attribute into a culturally resonant narrative that invites consumers to engage with the brand beyond the point of sale.
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