TV: Retail/Fast-food

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Burger King: "Casting Call"

Bromley Communications

Creative director: Cat Lopez

Art director: Ron Landreth and Rick Lopez

Copywriter: Cat Lopez

Producer: Dennis Melo

Production company: Moving Image

This reality TV parody hawking a new chicken club sandwich had the judges in stitches. Shot cinema verite style -- complete with shaky camera and bleeped expletives -- it features actors dressed as several fast food items in an audition straight out of "A Chorus Line."

"Don't you feel the flavor? I need more flavor," yells the tyrannic director as he ejects a hot dog from the rehearsal room. "Bring me the chicken club," says the director, as a dejected taco tries to sweet-talk him with a dinner invitation. The spot closes as the departing hot dog launches into a stream of expletives and takes a parting shot at the camera crew in the parking lot.

The concept was clever and the execution got the point across with wit and humor that won the judges over.


McDonald's Corp.: "Library"

Del Rivero Messianu Advertising, Coral Gables, Fla.

Creative directors: Luis Miguel Messianu and Jose Luis Villa

Art director: Marcos Macias

Copywriters: Christian Reslen and Michelle Eggenberger

Producer: Rudy Leschhorn

Production company: Moving Image

McDonald's plugs finger lickin' good chicken nuggets with this clever spot, set in a library. After sweeping past several readers licking their fingers to flip pages, the camera focuses on a young man who sits down to hit his books and keeps on licking. "You'll keep enjoying Chicken McNuggets even after they are gone," says the voice-over.

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