Debrief: McDonald’s: Jaasti spice mangta!

14 Feb,2013

By Anil Thakraney


Good to see that McDonald’s has relied on consumer insight for their McSpicy burger advertising. Usually McDonald’s ads, at least in India, are pretty straight forward; they are either into price claims or general masti. It’s a simple insight: How people spread rumours in an office, so that by the time the fifth person has heard the gossip, it becomes utterly sensational.


The TVC features an executive tendering his resignation. And this gets his colleagues buzzing. As the info spreads from one dude to another, each one layers it with his own spicy version, so that by the time the last guy gets to hear of the news, he’s told that the resigning exec had assaulted the boss! Haha. Must say it’s a powerful insight, this sort of spicy nonsense goes on in every single organisation.


But most importantly, it’s a relevant insight; spicing up of news ties in naturally with the McSpicy burger. Therefore even if McDonald’s had chosen not to show the burger, the communication still works. That’s a clear sign of a good idea. Also, good to see office executives in a McDonald’s ad, usually they feature kids and college lads. After all, adults too dine at their outlets, and they are more likely to consume a McSpicy.


Only one improvement needed: While the ad does make you smile, they can, and must, make the gossip stories really wild, the idea has a lot of potential. Layer on oodles of spice, guys… we are lovin’ it!



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 Rating: (On a scale of 1-5): 3. Super insight. Needs more spice.



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