Then. Now. Always.

AUCKLAND, Wednesday: As promised, DDB has released a detailed credits list from one of the outstanding tvcs of the year – McDonald’s Then. Now. Always.

The big-budget ad – a beautiful piece of work which portrays three generations of immigrants and their NZ-born offspring – heroically shows Kiwi family life as we seldom see it.

McDonald’s NZ marketing director Luke Rive says the campaign highlights the importance of family and the special memories that are made over a McDonald’s meal.

“McDonald’s has been a part of Kiwis lives for more than 45 years,” he said. “We know just how important it is to spend quality time with your whānau, particularly these days when we’re all so tight on time.

“Through this campaign, we want to emphasise that Macca’s is always there to help families connect.”

“The film is a lovely articulation of the McDonald’s brand which has always prioritised family and togetherness.”

DDB Aotearoa lead business partner Karla Fisher says the film is a lovely articulation of the McDonald’s brand which has always prioritised family and togetherness.

“It’s a heart-warming story that I think many Kiwis can relate to. As we grow older, our relationship with our family changes and evolves and we assume different roles and responsibilities.

“The thing that endures however, are the memories, the little traditions – many of which have been created over a meal.”

Elvis classic
Adding yet more sparkle is a moving rendition of an Elvis Presley classic, The Wonder of You, which the agency had re-recorded in NZ by a Kiwi singer who chose not to be identified (presumably out of deference to The King).

The McDonald’s Then. Now. Always. campaign launched on 25 May with a 60” and a 30” across TV, cinema and digital video.

• View the 60” below

CREDITS

Client: McDonald’s
Director of Marketing: Luke Rive
Head of Marketing: Deb Fell
Senior Brand Manager: Leigh Benvie
Brand Manager: Stef Phillips

Agency: DDB
Chief Creative Officer: Gary Steele
Creative Director: Ben Pegler
Senior Creative: Paul Kim
Senior Creative: Graeme Clarke

Art Director: Paul Kim
Copywriter: Graeme Clarke
Lead Business Partner: Karla Fisher
Account Director: Akira Hobcraft
Account Executive: Keara Voigt
Head of Planning: Charlotte Marks
Lead Integrated Producer: Samantha Royal

Production Company: Larchmont
Executive Producer: Ngaio McCreadie
Producer: Mark Foster
Director: Noah Marshall
DOP: John Toon

Offline Editor: Tim Mauger
Colourist: Joseph Bicknell
Post-production online: Perceptual Engineering
Song search, licensing, music producer: Jonathan Mihaljevich
Music arrangement and production: Mahuia Bridgeman-Cooper
Sound mix: Craig Matuschka, Liquid Studios

• Earlier M+AD story