TBWA\Shanghai will launch the new ‘Manly Man Beef’ TV campaign for McDonald’s February 7th. The campaign shows Chinese men who are proud to celebrate their ‘manliness’ and show off their many ‘manly’ characteristics. The campaign builds on the success of the McDonald’s ‘100% Manly Man, 100% Real Beef’ campaign last year, elevating it to another level with deeper insights into Chinese men and their characteristics: simple, no-nonsense, straightforward and decisive. The campaign includes five thematic TV commercials – a national TVC as well as a TVC for Shanghai, Beijing, Shenzhen and Guangzhou (in Cantonese). The unique versions illustrate some of the ‘Manly’ nuances of each city.
Project Name: Beef 2012 'Manly Man' Creative Agency: TBWA\Shanghai Client: McDonald's China Group Creative Director: Kienhoe Ong Creative Director: Joe Zhou Associate Art Director: Steven Chung Senior Art Director(s): Ming Zhang Copywriter(s): Popo Jin Director: The Real McCoys Production Company: P.I.G. China Production Company Executive Producer: Nick Dodet Head of Planning: Ellen Hou Agency Producer: Raymond Lau and Mo Chan Brand Team Leader: Brian Swords Group Account Director: Jane Lim Associate Account Director: King Lee Media Agency: OMD