Leo Burnett has created a new 40 second commercial for McDonald’s, marking the start of the McDonald’s Mascotathon campaign. The campaign encourages kids all over the country to ‘JOIN THE MOVEMENT’ and clock up as many jumps, hops, steps and skips as they can to get the London 2012 mascots, Wenlock and Mandeville, to the Games in time for the opening ceremonies. Once kids have clocked up their activity, they enter it online at mascotathon.co.uk where they are converted into ‘rainbow power’ which moves the London 2012 mascots closer and closer to the Games.
The TV advertisement features kids everywhere who have joined the movement and can’t help but move – whether it be at home brushing their teeth, during a school photo, in a tent, or on spacehoppers. So excited are they to be helping the mascots and playing their part in the run up to the Games, that every moment becomes an opportunity to clock up more activity. The ad ends on a warm moment shared between mum and son over a Mascotathon Happy Meal, with the boy excitedly starting to clock up his steps under the table. We close by telling mums that their kids can join the movement instore and online at www.mascotathon.co.uk.
The TV work, supported by press and digital ads, will run for an initial 4 week period to kick start the 19 week campaign. Throughout that time, the mascots will be touring the UK, visiting McDonald’s restaurants and towns and cities across the UK, where kids can meet
them, get even more excited about the forthcoming Games, and celebrate their Mascotathon efforts. Regional press and radio will promote the mascots’ tour.