McDonald's selected talented young soccer players from around the world to star in this World Cup commercial from DDB Chicago. The players, who are seen five people freestyling on the streets of Rio de Janeiro, players include Ciaran Duffy (who's known in the country as "Mini Messi" in his native Ireland as was apparently interviewed via Skype for the role). Among other shots, Duffy lands a ball into a basket on a moving elevator. The ad, directed by Smuggler's Henry Alex Rubin, also features players both old and young from around the world, including Brazil and Argentina.
As part of the campaign, titled GOL!, McDonald's has launched limited edition redesigned fries packs. Working with The Marketing Store, DDB Chicago helped create 12 new packaging designs, each representing a different artist's passion for the world's biggest soccer tournament. The designs connect with an Augmented Reality app experience called McDonald's GOL!. App users must purchase fries to get a FIFA World Cup fry box, then scan the box to enter a soccer trick shot game in which they can try out their virtual soccer skills. The game includes Qualcomm Vuforia AR technology that allows game players to bounce a digital soccer ball off real world items.