Having established the image of taste, comfort and familiarity through the ‘I’m lovin’ it’ campaign, McDonald’s has now launched its latest campaign. It introduces the adventure of Africa through its new TVC, ‘Madagascar’. The film has been created by Leo Burnett’s Tushar Pal and produced by Fingerprint Productions.
McDonald’s has tied up with the popular DreamWorks’s animated movie ‘Madagascar’, which features the adventures of four pampered zoo animals – a hippo, a lion, a zebra and a giraffe – let loose in the jungles of Madagascar. As the sequel, ‘Madagascar: Escape 2 Africa’, releases the world over, McDonald’s gets the kids the toys of their favourite characters from the movie with its Happy Meal. The ad is all about these toys which talk when shaken.
According to an official communiqué: “The film has beautifully shown the elements of fun, the jungle theme of the movie, etc. The ad will be implemented in strategic television, radio and cinema across India.”
The film shows a school bus on its way to a picnic spot. As the bus reaches the picnic spot, the kids see McDonald’s Happy Meal boxes and are very surprised. Suddenly, the boxes explode and the ‘Madagascar’ characters come alive and start dancing. The kids also start dancing with the toys in their hands. As they shake the toy, it starts to talk.
The film will stay on air till the first week of January 2009.