McDonald’s China: “Manly Man Beef” TV Commercials

McDonald's China - Manly Man Beef 2012 Campaign

Building on last year’s slightly controversial campaign, “100% Pure Beef! 100% Pure Man!” whereby McDonald’s ran a discount promotion for which only men could benefit, the fast-food chain is now back with another male-orientated advertising campaign.

Titled “Manly Man Beef“, the 2012 TV advertising campaign (which launched in February and finished its run earlier this month) celebrates “manliness” and hones in on the characteristics of “real” men such as being no-nonsense, straightforward and decisive.

Five seperate commercials were created, one running nationally, and four others tailored for different cities in China (Shanghai, Beijing, Shenzhen and Guangzhou). There’s a fun idea behind the ads, but do look out for the guy at the end, I’m sure he doesn’t actually take a bite into the burger – some quality eating acting there.


Shanghai (Watch on Youku)

Shenzhen (Watch on Youku)

Guangzhou (Watch on Youku)

Beijing (Watch on Youku)

Agency credit to: TBWA (Shanghai)
Group Creative Director: Kienhoe Ong
Creative Director: Joe Zhou
Associate Art Director: Steven Chung
Senior Art Director(s): Ming Zhang
Copywriter(s): Popo Jin
Director: The Real McCoys
Production Company: P.I.G. China
Production Company Executive Producer: Nick Dodet
Head of Planning: Ellen Hou
Agency Producer: Raymond Lau and Mo Chan
Brand Team Leader: Brian Swords
Group Account Director: Jane Lim
Associate Account Director: King Lee
Media Agency: OMD

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