Us Aussie’s are a hard bunch to win over, though when you wear us down, as any backpackers who spend long enough here will know, we’ve got a side to us softer than a Golden Gaytime left out in the Brisbane sun.
McDonalds is a company which has worked hard enough to wear us down. Since landing at the doorsteps of the sunburnt country in 1971, Macca’s has wormed its way into the heart of Australia, giving birth to the now worldwide powerhouse McCafé, whilst the simple suggestion of a ‘Macca’s run’ has worked its way into the colloquial vernacular of the entire generation of Australia’s youth.
Macca’s has capitalised on this incredibly ingrained brand position in the past, refitting a handful of Golden Arches signs with the beloved ‘Macca’s’ name, though for Australia Day 2019 DDB Sydney have Macca’s best localised campaign yet, doubling down on the Strayan’ slang.
Coming out swinging with a full outdoor campaign, Sydney bus stops and outdoor ad spaces have been emblazoned with clean, perfectly designed ads, each colloquially anglicising an Australian fast food favourite, from “Bakeneg Migmufn” to “Kworda Pownda”, the only way these ads could be more Aussie was if Steve Irwin himself jumped out of the billboards and joined us all for a round of Goon of Fortune.
Ok, I’ll cool it on the Australianisms, though let me explain why this is one of the greatest ad campaigns ever rolled out across our country.
Whether we like it or not, we all have an emotional connection to some degree with McDonalds. Be it memories of a pitstop on the long drive between Sydney and Muswellbrook, or conceding to a Big Mac courtesy of Uber Eats after a long day at work, even the most health conscious, anti-fast food of us have positive emotions associated with the brand. Having proven themselves to be Aussier than many of us over the best part of 50 years here, in this campaign DDB have managed to dilute Australia’s complex relationship with the brand into a series of two-word product names which perfectly encapsulate our relationship with the brand. “Filadafish” IS Australia, saying more about McDonalds roots than any carefully considered product pitch ever could.
The number 1 rule in this game is there must be truth in advertising, and DDB haven’t manufactured this truth, its grown over decades of McDonalds’ assimilation into Australian culture. This is why the campaign feels so pure and faithful, because at the end of the day, it speaks volume of Australia’s culture, a culture few brands become part of, a position McDonalds should be very privileged to be a part of; though with campaigns like this rolling out of DDB Sydney, we can rest easy knowing Macca’s vernacular is safely stored in the Strayan Vocabulary, right next to our love of Dame Edna Everage.