Sync Watch July 13, 2021

Sync Watch: Macca’s calls on Daryl Braithwaite’s Horses for 50th birthday celebration

Sync Watch: Macca’s calls on Daryl Braithwaite’s Horses for 50th birthday celebration

McDonald’s has used Daryl Braithwaite’s iconic cover of ‘Horses’ as the soundtrack to its 50th birthday celebration campaign.

The song was first recorded by American singer Rickie Lee Jones in 1989, however it took off in Australia in 1990 when Braithwaite covered it for his 1990 album Rise.

The song has subsequently had somewhat of a revival, and was this year was certified nine-times Platinum.

It now also features as part of a 10-week integrated campaign for McDonald’s – or Macca’s – from DDB Sydney, which celebrates the fast-food restaurant chain’s 50th birthday in Australia.

The TVCs showcase the Aussie spins locals have put on Macca’s products and their unique relationship with the brand.

McDonald’s Australia’s national marketing manager, Amanda Nakad, said: “Aussies have welcomed Macca’s into their lives for 50 years – from birthday parties and road trips, to late night snacks and post-match feeds. Combined with our crew, they made us who we are today.”

The brand’s 50th Australian birthday also marks McDonald’s 50th anniversary with its creative agency, DDB.

Campaign Credits:
Client: McDonald’s Australia
Chief Marketing Officer: Chris Brown
National Marketing Manager: Amanda Nakad
Senior Brand Manager: Nichole Tsiros
Creative Agency: DDB Sydney
PR: Mango Communications
Media: OMD
CRM: Digitas
In-Restaurant: Guihen Jones
Partnerships: The Joester Loria Group
Promotional Merchandise: The Marketing Store

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