McDonald's Spain just goes to show that you don't need a host of celebrities and star-studded soccer tales to make a great World Cup ad.
TBWA Spain's spot, supporting McDonald's sponsorship of the FIFA World Cup for the Spanish market, is instead a gentle comedic film about a company president who invites his employees via email to join him for a World Cup viewing party in order to promote staff bonding. Problems is, it's deeply unpopular.
The film boasts some fabulous performances and direction (by El Cangrejo of Lee Films); the expressions on the employees' faces as they receive the summons range from reluctance to full-blown horror, and there's a classic scene of them all ascending in the elevator to the presidential suite looking apprehensive.
Once seated in front of the game, things are still pretty stiff -- but the arrival of a McDonald's takeaway helps thaw the atmosphere somewhat. And when a goal is finally scored, the boss finally shows another side of himself to his team--maybe it was a good idea after all.
The idea of burgers and fries--not booze--being the ice breaker nicely accentuates the appeal of Mickey D's offerings. According to the agency, the ad, with its '50s-style soundtrack and awkward social observations, is aimed at evoking classic Spanish cinema comedy. And, while promoting McDonald's sharing products, it's also made to reflect the fact that the pressures of modern life can mean watching the World Cup with real friends and family is nigh-on impossible.