McDonald’s and Leo Burnett London have launched the latest instalment of their We Could campaign for coffee brand McCafé with the introduction of its new Iced Latte.
Last month, creatives Andrew Long and James Millers discussed the initial ad, which mimicked the world of premium coffee and how it tends to take itself too seriously. The new spot continues that theme by positioning the McCafé range as the perfect solution for people who just want a simple, great tasting coffee without the fuss.
Poking fun at the world of coffee advertising, it demonstrates how the brand could launch the new McCafé Iced Latte using classic advertising methods such as ‘a dramatic explosion of ice and coffee’ or by ‘creating a visual metaphor to highlight how cold the coffee is’.
However, the ending shows the new Iced Latte simply being poured and served at a McDonald’s restaurant demonstrating that what the brand does do is simply use a double shot of espresso in every Iced Latte.