|BRONZE WINNER: "FLYING FRY"||
Client: McDonald's Corp.
In a spot that looks a lot like a YouTube video, two teenage boys recognize the potential of fries as an extreme sport as they toss and catch them in their mouths from increasingly competitive distances. Production work and camera angles give the spot a contemporary edge as the urban scene shifts from skateboarding park to playground to parking garage escalator. The brand engages a skateboarding culture in a fresh and spontaneous way. (Also won in Beyond Hispanic.)