Brand Quick View: McDonald’s Prinsipe Alden Material for their McSaver Meals

Earlier today, June 28, 2017, McDonald’s Philippines launched a 1940s/1950's-themed 60-seconds length video material featuring three of their McSaver meals, the products highlighted in this material, in this campaign. It was launched online on the brand’s official Facebook page. It stars Alden Richards, a local celebrity who’s known for being one-half of noontime show, Eat! Bulaga’s Kalyeserye AlDub.

Material and Quick Analysis

The material is black and white with a number of tilt to pan camera movements. Tagalog was used as the main language to ensure relatability to the Filipino market as the products are available here in the Philippines.


It starts with establishing shots of the setting. It then moves to the sequence of the introduction of the prince, riding a horse. The cuts used in this sequence briefly describes that the prince is an amiable one. Afterwards, it briefly introduces the prince’s quest to look for the “mahiwagang batis.

The black and white color of the material lets its viewers direct their attention towards the main characters as well as the dialogue they’re sharing with each other. The colors help viewers focus on these two characters and not get distracted with other elements.

Cutting to the second sequence, to the prince-giant interaction scene, the size of the giant is emphasized by the direction of camera’s angle; it’s pointing upward as a trick to show that the giant is bigger than the prince.

The giant is emphasized more on this frame as his costume has a heavier color, a heavier shade of grey.

As the opposite, the camera angle for the shots of the prince is focused downwards to highlight that he’s smaller than the giant.

The seriousness starts to break when the giant expressed that he’s hungry through dialogue and “hangry” (hungry + angry) through actions, paving the way for the introduction of the product. The prince then provides a solution for this problem and blurts out, “eh kung bigyan kita ng McSaver Meals.”

The end phrase “McSaver Meals” is echoed thrice after the Prince Alden’s line stated above. To add a spin to it and to enhance recall, as one “McSaver Meals” phrase is blurted out or “echoed”, we see a different scene or a different area of the kingdom as visuals. This could imply that “McSaver Meals” has a wide reach (can be accessed far and wide).

It’s nice to take note that some studies show that repeating things thrice to an audience will enhance the audience’s chances of remembering that repeated material. Three is also recognized as the number of items that’s easy to follow and understand. (Gallo, 2012)

The material ends with establishing that both the prince and the giant are enjoying these meals/products in-store, and in modern times. This is evident through the colors used in this shot. Except the giant and the prince, the rest of the shot is modernized and in full color, therefore, letting users focus on the more colorful aspects of the shot.

Employing a giant and a prince could mean that no matter how big or small a person is, no matter what state in life, McSaver Meals can definitely bust out one’s hunger in the savviest and most valuable way possible.

Albeit some questions being unanswered, such as the resolution to why was the prince venturing out in the open as seen in the establishing shots from 0:00–0:10, both achieve another conclusion — their happy ending — by eating McSaver Meals in-store.

Sentiments:

The sentiments of users are a mix of product-centric ones and Alden-related ones. McDonald’s also employed a Taglish (Tagalog-English) approach to align well with the posted material. See snippets below:

As a support, the brand also deployed Facebook photo comments utilizing Filipino phrases aligned with the over-all theme of the video. These reinforce and respond to expressred sentiments by some Facebook users. See snippets of the brand’s replies here:


It’s nice to note that the brand launched this material today, 2 days before “sweldo-day” (near the 30th of the month) wherein value-meals are given more attention around this time.

Sweldo-day or post sweldo-days (every 15th and 30th of the month, here in the Philippines) is/ are when the working class usually spends more money and splurges for themselves.

Knowing how McDo PH is, there’s a chance that they’ll be putting in Facebook paid media for this material later today, max 2 weeks from now to extend the reach and hit more people with it.


Watch the full material here:


Sources:

Gallo, C. 2012. Thomas Jefferson, Steve Jobs, and the Rule of 3. From: https://www.forbes.com/sites/carminegallo/2012/07/02/thomas-jefferson-steve-jobs-and-the-rule-of-3/#246ee80b1962