I'm not usually a fan of gimmicks in ads, but when I found this advertising example from McDonald's (NYSE: MCD) on Adgoodness, I was actually impressed. DDB Sweden's creative team came up with a great concept to draw attention to McDonald's biggest hamburger of all time, the Big 'n' Juicy.
Eurosize posters were designed to look like napkin holders, which were actually filled with real giant napkins. The only copy printed on the giant napkins (and on the entire ad space) was "Big 'n' Juicy 226 g" with the McDonald's logo.
A print ad was also created by DDB Sweden using the same minimal copy. The ad was simply a 2-page spread of a real napkin.
What do you think? Thumbs up - love it or thumbs down - too gimmicky? I like it. I think it works to catch the attention of consumers', however, I'm not sure if it would actually drive sales of the Big 'n' Juicy.
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