SHANGHAI– TBWA\Shanghai will launch the new ‘Manly Man Beef’ TV campaign for McDonald’s this February.

The campaign, which will run from February 7 to March 6, 2012, 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 ‘Manly Man Beef’ campaign aims to target young urban meat lovers in China.

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. For example, the Shanghai version shows a humorous portrayal of the ‘strong and gentle’ man cooking, building on the insight that Shanghai men are responsible and skillful at taking care of the whole family.





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

By: admin


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