文/十九

近日，麥當(dāng)勞以“百分百純爺們，百分百純牛肉”的口號在全國各地推出了全新系列廣告 ，由上海TBWA創(chuàng)意制作。事有湊巧的是，最近M記剛剛陷入粉紅肉渣門。

系列廣告由全國版、北京版 、上海版、深圳版以及廣州版5支短片組成，風(fēng)格同中有異，例如：勇于冬泳的北京男，剛?cè)岵I汰燒的上海男，分秒必爭炒股票的深圳男，端著早茶蒸籠的廣州男。廣告中體現(xiàn)的地域風(fēng)格觀察也許稍顯膚淺，不過對人性的洞察倒是無甚差池，所有短片中的男人都能做到專注地向辣妹行注目禮，也熱愛搶著買單。

全國版

北京版

上海版

廣州版

深圳版

Project Name: Beef 2012 'Manly Man'
Creative Agency: TBWA\Shanghai
Client: McDonald's China

Group Creative Director: Kienhoe Ong
Creative Director: Joe Zhou
Associate Art Director: Steven Chung
Senior Art Director: Ming Zhang
Copywriter: Popo Jin
Director: The Real McCoys
Production Company: P.I.G. China
Production Company Executive Producer: Nick Dodet
Head of Planning: Ellen Hou
Agency Producer: Raymond Lau and Mo Chan
Brand Team Leader: Brian Swords
Group Account Director: Jane Lim
Associate Account Director: King Lee
Media Agency: OMD

The TV Commercial was done by TBWA Shanghai advertising agency for product: Mcdonald's (brand: McDonald's) in China. It was released in the Feb 2012.