There’s a multi faceted brilliance to McDonald’s new ad featuring Mindy Kaling – for one it took me a minute to realize it wasn’t an ad for Coke or for Google. If you examine the details, her bright yellow dress against the red background is revealing. And for another, it’s an organic fit- it fits her public persona to promote a brand she’s referenced in her memoirs and one that has organic placement on her show.
Beyond that, it invites the audience to be part of the story- the call to action is literally telling the audience to go do something. It’s constructed in a way that understands we’re all on our devices all the time and are probably multitasking. It respects the idea that their audience has intellect.
According to a recent New York Times article,
The ads, which started running last week, are meant to play on how teens and twentysomethings use their phones while watching TV, while also acknowledging “how they’re discovering information” they trust, said Deborah Wahl, chief marketing officer of McDonald’s for the United States. “They are very influenced by word of mouth and what their peers say,” she said.
In case you’ve missed the ad, you can watch it here: