Jack Daly - DRINKmessorize Spoof Ad Series

Company: McDonald's

Original Ad: DRINKCESSORIZE

ORIGINAL McDONALD'S CAMPAIGN:

"DRINKCESSORIZE"

Leo Burnett (CHICAGO)

'REAL' BILLBOARD AD

"A series of billboards recently went up in Chicago (and elsewhere?) with the latest grating made-up ad word. Yes, a Mickey D's smoothie is now a fashion choice. The fast fooder is praying that this bullshit approach will fool fashionably young urban fauxhemians watching their weight—who should note: McDonald's fruit smoothies have more calories than their cheeseburgers." [SOURCE: Posted by Copyranter: http://copyranter.blogspot.com/2011/09/mcdonalds-wants-you-to-drinkcessorize.html]

SPOOF AD CAMPAIGN:

"DRINKMESSORIZE"

CAMPAIGN SERIES

TITLE: "Wet is the new dry" [January 30, 2012]

PHOTOGRAPHY, DESIGN & PRODUCTION: Jack Daly

TITLE: "The smoothie operator" [January 30, 2012]

PHOTOGRAPHY, DESIGN & PRODUCTION: Jack Daly

TITLE: "Feel the burn" [January 30, 2012]

PHOTOGRAPHY, DESIGN & PRODUCTION: Jack Daly

SPOOF BILLBOARD AD

for: "Feel the burn"

ESQUIRE MAGAZINE: COMBO PRINT AD

for: "Wet is the new dry" & "Feel the burn"

PHOTOGRAPHY, DESIGN & PRODUCTION: Jack Daly [January 30, 2012]

"Drinkmessorize is my ad series that spoofs the McDonald's "Drinkcessorize" campaign. The method/medium used in the production of "Drinkmessorize" is a digital series with the intent to transfer to billboards & print. The subject is a series of strong, centered action photographs taken of myself. I used digital photography on a timer for all photographs. I strategically placed the subject in the center of the ad. They are thought provoking shots and are the focus of the ad and will move the eye directly to itself first. The subject in the original ads we're also centered but were not strong, thought provoking images. Visually secondary, the headlines suggest a play on popular culture and the ridiculousness of considering a beverage to be an accessory -or- wearing a drink as an accessory. The original ads were forced, weak, and lacked creativity. My first reaction to the ads were that they bothered me. I see many on the Metra train line and billboards in the suburbs where I live. I thought it was a perfect ad to spoof and get some laughs. So, I played to the notion that "Drinkcessorize" actually means "wearing the drink" hence changing the tagline "i'm lovin' it" to "i'm wearin' it". Also, using strong relatable headlines as "Wet is the new dry" (eg. 35 is the new 25: age -or- Black is the new white: fashion), "The smoothie operator" (eg. "Smooth Operator" SADE song and refers to 'being cool, smooth') and "Feel the burn" a widely known and used term for active, fitness conscious people.

"Drinkmessorize" intends to spoof the ridiculous nature of the original McDonald's ad "Drinkcessorize". I don't think people consider a drink to be an accessory and it's a stretch to think "Drinkcessorize" could be a successful ad campaign. I think what I've done has comedic value while speaking to the weak content of the originals. I think the images are the strength of the ad series along with the headline copy. I chose billboard placement because there is limited, easy and quick to ready copy. Also, because the images are ridiculous enough to command immediate attention.

In conclusion, I'm happy with my final product and think the ads can stand on their own and also work as a series. It's my creative way of telling McDonald's, "swing and a miss".