I really enjoyed this advertisement series put together by McDonald’s for the United Arab Emirates. They associated their brand with familiar childhood characters, such as the Tin Man, Maggie Simpson, and Puss ‘n Boots, and are having each of them lean in from the side of the page to grab a bag of McDonald’s. The fast food company hits the nostalgia element well, as the viewer reflects back and thinks about what it was like to be a kid and to feel that excitement for a kids meal. The ads also rely on negative space, so the focus is on the outstretched arms and the bag of McDonald’s. In addition, the bags don’t just contain food — they contain the Tin Man’s heart, Maggie’s pacifier, and others. The message is clear — going to McDonald’s isn’t just about food, but about happiness.
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