This commercial was created and
launched by McDonald’s Philippines in 2003. McDonald's Corporation is the
world's largest chain of hamburger fast food restaurants, serving around 68
million customers daily in 119 countries. Headquartered in the United States,
the company began in 1940 as a barbecue restaurant operated by Richard and
Maurice McDonald; in 1948 they reorganized their business as a hamburger stand
using production line principles.
The creative techniques that used
to attract my attention are: Association, Warm & fuzzy, Nostalgia and
Symbols. First, McDonald’s uses Association as the creative technique as
persuasion because Association technique tries to link a product, service or idea
with something already liked or desired by the target, such as fun,
pleasure and beauty. This commercial actually coincides with the I’m Lovin’ tag line of McDonald’s or simply in the
Philippines “Love Ko To.”. The commercial
sent two messages to the viewers, being in love with the products and at the
same time the personal love to each other since childhood. Second, McDonald’s
uses Warm & fuzzy as the creative technique as persuasion because this
technique uses sentimental images (especially of families, kids and animals) to
stimulate feelings of pleasure, comfort, and delight. Showing in the commercial how the store and
the products used as their connection in their life since they were kids up to the time they were grown up.
Third, McDonald’s uses Nostalgia;
Nostalgia is the opposite of the New technique. . Many advertisers invoke a
time when life was simpler and quality was supposedly better. In this
commercial it uses “Ang Huling El Bimbo” as soundtrack by Eraserheads.
Eraserheads is the most influential Filipino music artist of the 90′s and that
song is one of the most memorable and popular from the band. Lastly, McDonald’s
uses Symbols as the creative technique as persuasion because symbols are words
or images that bring to mind some larger concept, usually one with strong
emotional content such as family, nation, gender and lifestyle.
My feelings when I watched this
commercial, first, I admire the effectiveness of the commercial in invoking the
emotional engagement to the people. Second, I think using the act of dipping
French fries into the hot fudge sundae as an essential part of the storyboard
shows great market research and
excellent ideas in inviting the curiosity of the consumer in doing such act, from the marketing agency. Third, I think the
universal appeal of “First Love” as the central theme of the advertisement
actually coincides with the Tag Line of McDonald’s “ Love Ko To” in the
Philippines. Fourth, I think McDonald’s First Love Commercial or McDonald’s
Huling El bimbo Commercial is just that, the sad and good story is nothing
about their products. Mcdonald’s done more than enough to expose their company
beyond television. Lastly, I find the concept of this commercial catchy and effective.
For me, different people
understand this commercial differently, first, people can’t help but admire the
effectiveness of the advertisement in invoking emotional engagement to the
audience. Second, my friend said he really liked the ad because it was not hard
selling the brand, another one thought that it was very effective in appealing
the emotions but was not really sure how it relates to the big picture.
Third, many people can relate in
this commercial emotionally because it uses “Ang Huling El Bimbo” as
soundtrack. We all know that Eraserheads is the most influential Filipino music
artist during 90’s and early 2000’s and “Ang Huling El Bimbo” is one of most
emotional, memorable and popular song from the band. Hearing “El Bimbo” immediately
invokes a sense of nostalgia among the target market.
This message was created by
McDonald’sand I admired the marketing
agency who conceptualized this commercial because they got the heart and attention of all Filipino viewers every time
this commercial is being aired in the
television. Second, McDonald’s used a
very popular song being sung by a popular band, admired not only by the youth
but by all ages, Ang Huling El Bimbo
which relates to their childhood memories.
This invokes Nostalgia. We all
know that we Filipno are very sentimental. Lastly, hearing this commercial will
be easily to remember by public because of its content and the background music
that they used.
