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MANILA – January 6, 2014 – Right in time for the new year and the resolutions that come with it, McDonald’s has released its yearly ‘Hooray for Today’ commercial that puts one in the mood for mornings.
This time around, the ad by Leo Burnett is more subdued compared to its previous whimsical and upbeat incarnations.
With its play of light and shadow and dreamy vocals by Clara Benin, McDonald’s morning motivation for 2014 looks more like an indie pop music video or an artsy short film–very different from the 2012 and 2013 ads whose inspirational messages were almost overkill, with their motivational-poster-like tone.
The 2014 TVC starts out just as the sun rises over Manila, capturing beautiful silhouettes of the city. Then, the song starts, vocalizing the thoughts that pretty much everyone thinks as soon as they open their eyes: "Stay a little longer in bed/ Keep the covers over my head…"
A man is shown getting out from under the covers, and looking at the morning scenes outside his window. The sun shines even brighter, almost as if it were challenging him to go out and welcome the day.
As if inspired by the silhouettes created by the sunlight, the man, apparently a photographer, goes for a morning walk with his camera and ends up having breakfast at where else but McDonald’s.
The ad ends on a hopeful, rather romantic note as the man makes eyes at a woman sitting at the next table, and the ad mentions for the first and only time its famous tagline: "Hooray for today."
Credits:
Client: Golden Arches Development Corporation
Agency: Leo Burnett Manila
Brand: McDonald’s
CCO: Raoul Panes
CD: Dante Dizon, Meggy De Guzman
Art Director: Stepha Mangalindan
Copywriter: Raoul Panes, Meggy de Guzman
Accounts: Donny Dingcong, Maik Alturas
Producer: Steve Vesagas, Lester Parulan
Prod. House: Pabrika
Director: Stephen Ngo
Post Prod: Optima
Music: Allan Feliciano
Audio House: Loudbox
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