a strategy statement come to life

I have been meaning to comment on DDB’s new spot for McDonald’s coffee since I saw it a few weeks ago, but…well, but this work thing is pretty busy and things with the Pretty Account Supervisor have gone better and quicker than I expected and when you put the two together I end up with a lot of things that I want to write about but never actually get to. Luckily, Agency Spy posted on the spot and that is the impetus for finally getting to it.

Agency Spy thinks that the spot is terrible, divisive and lowest common denominator:


I think that the spot is just a far too literal execution of the brief, the strategy statement in :30 of moving images.

I don’t go as far as Superspy in thinking that this truly appeals to the lowest common denominator…I caught a little bit of a wink and a smile in how hammy the actresses were that would like speak what is surely a well-researched target group that thinks that Starbucks really is for hoity-toity Apple-oid hipsters and isn’t a brand for them. It’s not an anti-intellectual spot, but rather one that pokes fun at those who take themselves too seriously.

That said, watching the spot is like reading the brief.

The opportunity – there is a significant group of regular people that find Starbucks coffee and the whole experience around it too elitist and look for something that is more down to earth, more on the go and, simply put, more regular. Just like they are.

The strategy – shine a white hot light on the delineation between the stereotypical condescending faux intellectualoid Starbucks denizen and the no need to pretend to be anyone but yourself McDonald’s coffee drinker who wants good coffee without having to worry about not fitting in or mispronouncing “venti.”

The problem with a spot that shows the brief so obviously is that it is, well, obvious.


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