Every once in a while you come across a really great advertising campaign, the kind that simply knocks your socks off. It happened to me the other day while traveling the I-270 beltway around Columbus. A hefty semi-truck rolled past and settled in just ahead and one lane over. Part of McDonald’s familiar red delivery fleet, the truck graphics featured the award-winning “Quality in Motion” campaign.
The rear doors featured a mouth-watering photo of Mickey D’s golden French fries bursting from the signature red carton. Large size, of course! Above the photo, two words: No Passing. It was an irresistible command, ordering me – and everyone else nearby – to exit the highway at the next golden arches and stop for a bite.
Bold, compelling, delicious! Launched in 2010, the “Quality in Motion” campaign included variations for the Big Mac, Chicken McNuggets, Egg McMuffin and McCafe shakes. The product-as-hero ads remain just as fresh and effective today, a perfect blend of smart design, exquisite photography, powerful copy and perfect media placement. This is a timeless campaign that captures advertising at its very best. Enjoy! It doesn’t get much better.