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By Published on .

McDonald's Corp. isn't just showing consumers the steps for the "Deluxe" dance in its new sandwich-line advertising, it's teaching its agencies a thing or two about changing partners.

The first spot in the new campaign for the Arch Deluxe chicken and fish sandwiches was put together by Leo Burnett USA, Chicago, rather than Arch Deluxe agency Fallon McElligott, Minneapolis.


The commercial, featuring choreographer Debbie Allen leading consumers in a line dance called "The Deluxe" while the Village People sing in the background, was constructed by Burnett from footage, believed to have been developed by Fallon and provided to Burnett by McDonald's.

Three other general-market commercials for the Crispy Chicken Deluxe, Grilled Chicken Deluxe and Fish Fillet Deluxe were done by Fallon, which also did the teaser campaign showing Ronald McDonald's oversize shoes being shined in an office building.


The news that Burnett has done an Arch Deluxe spot is yet more evidence that Big Mac is pitting its three major shops-Burnett, Fallon and DDB Needham Worldwide, Chicago-against each other for the best creative as it tries to build the Arch Deluxe brand.

McDonald's agencies referred calls to the company, which has maintained that it often looks for ideas among all its agencies and that there's nothing unusual about the Arch Deluxe effort.

But agencies outside Big Mac's roster, sensing weakness, are circling the business. In fact, at least two unnamed shops not currently working for McDonald's are trying to gain the ear of Senior VP-USA Marketing Brad Ball for a piece of McDonald's kids' business now at Burnett.

The fact that McDonald's is using all three agencies on Arch Deluxe indicates it's pulling out all the stops to quiet restive franchisees disappointed that Arch Deluxe isn't working magic (AA, Sept. 23).

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