This Mickey D’s Super Bowl campaign from Wieden+Kennedy NY is explained as follows:
While other brands compete for pre-game and in-game attention, we’re focusing on the moment that’s ownable to McDonald’s—the morning after any big night, especially the Super Bowl.
Everything we do starts with a fan truth. This idea came from a pretty universal one: There’s nothing like McDonald’s Breakfast to help you recover after a big night.
We found that millions of Americans planned to take the Monday after the Super Bowl off from work. Some say it should be a national holiday for…recovery. Even if you still have work, your body wants nothing more than to be horizontal. So, we thought, let’s give that opportunity to our fans.
The idea: “The horizontal breakfast”. While the country either literally is horizontal or dreams to be, we flipped our communications this match their orientation—billboards, the TV spot, our social channels all turned horizontal—because that’s the posture many of our fans will be in as they recover from the big game. McDonald’s breakfast, specifically the hot honey sausage + egg biscuit is the thing that will help you get vertical again (or at least reason enough to get vertical for a moment).
The breakfast features the hot honey sausage + egg biscuit, hash browns, and a coke.
The only thing our fans will have to do is lift their finger and press order in the app.
Okay, except there’s plenty of evidence showing how eating while lying down—or even lying down after eating—is not healthy.
In short, this campaign is wildly irresponsible coming from a leading junk food advertiser. The responsible White advertising agency must’ve been asleep at the wheel—or lying down on the job.
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