McDonald's Launches Playland TVC in Australia

Sep 24, 2010, 16:00 ET from DDB Worldwide Communications Group Inc.

SYDNEY, Sept. 24 /PRNewswire/ -- DDB Sydney has launched McDonald's biggest brand TV commercial in Australia to date; entitled "Playland", the spot builds on McDonald's famous tagline, "I'm lovin' it."

Adam Rose, Creative Director, DDB Sydney for McDonald's, said: "Playland is simply about unbridled fun. It gives real meaning to the tagline 'I'm lovin' it' and reminds us adults how wondrous the world can look to a child. It does this in a way only McDonald's could. Bringing back old-school characters like Grimace, Hamburglar and Officer Big Mac was a lot of fun."

The commercial starts with unwitting Sydney office workers discovering the largest McDonald's Playland ever constructed at Customs House, Circular Quay, while on their daily commute to work -- a three-story high structure complete with a Hamburglar swing, 2.5 m high Ronald McDonald bench, a dazzling world of slides and Fillet-O-Fish bouncers. The TVC captures their initial stunned reactions, then true moments of unbridled, childlike enjoyment as they engage with the Playland.

Matt Eastwood, Executive Creative Director, DDB Sydney, added: "McDonald's is an iconic brand and this TVC reflects their unique brand personality. We're thrilled with the end result -- it was a huge effort by all parties involved and a great achievement in the industry in terms of the creative and production elements."

The 60-second TVC aired in Australia on September 10 with a 30-second version to be released October 17.

Madeline Fitzpatrick, Director of Marketing, McDonald's (ANZ), said: "We wanted to remind people with this TVC that McDonald's is still a place where you can have fun, be yourself and feel like a kid again. The adult-sized Playland and music are designed to encourage Australians to forget about the stresses of daily life and revel in our childhood again, if only for a minute."

At the Outdoor Awards in Sydney on September 9, Playland won a Gold award for Most Innovative Outdoor and a Silver award for the FMCG category.

And at the Spikes Asia 2010 Advertising Festival, Playland also was recognized with a Silver in Outdoor.

Please see Playland TVC link here:


  • Agency: DDB Sydney:
    • Executive Creative Director: Matt Eastwood
    • Creative Director: Adam Rose
    • Creative Team: Adam Rose, Matt Knapp and John Downing
    • Business Management: Sarah Trickey and Georgina Gooley
  • Production House: Revolver
  • Director: Steve Rogers

About DDB Australia

DDB Australia is part of DDB Worldwide, an Omnicom company. DDB has been voted Australia's most creative agency twice and has won more AFA Effectiveness Awards for more clients than any other agency. DDB Australia has offices in Sydney and Melbourne.

About DDB

DDB Worldwide Communications Group Inc ( ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. Consistently one of the most creatively awarded networks globally, DDB was Campaign's 2009 Global Network of the Year and captured both the Cyber Grand Prix and Film Craft Grand Prix at the 2010 International Advertising Festival in Cannes. With more than 200 offices in over 90 countries, the DDB Group helps grow the value and influence of leading brands around the world. We believe that creativity is the most powerful force in business, allowing us to develop the ideas that people want to play with, participate in and pass along. We call this Social Creativity, which results in ShareValue, the powerful combination of influence within social communities and tangible business performance. DDB Worldwide is part of Omnicom Group Inc. (OMC).

SOURCE DDB Worldwide Communications Group Inc.