Do you know what a Flat White is?  More to the point, a few weeks ago did you know what a Flat White was?  One of the latest video ads about a cup of coffee that is available at McDonald’s has addressed this and then some in the last few days.

Video ads really work when they strike a chord with the audience.  They provide that ‘me too’ moment when the viewer really identifies with whats being shown on screen and can actually say that they’ve been in that exact situation.  The video ads by McDonald’s have absolutely achieved that with their latest campaign for their McCafe brand and the introduction of a Flat White coffee to their menu.  The advert plays on the snooty and often mystifying world of ‘posh’ coffee shops and baristas which leaves customers baffled, embarrassed or completely clueless as to what a Flat White is.

As far as video ads go, this works on so many levels.  Firstly it communicates the fact that McDonald’s has added the Flat White to it’s range of coffee and therefore helping to position them as a viable option in the ‘coffee to go’ market.  Secondly it identifies with a social taboo.  Many people won’t admit that they have no idea when they look at a coffee shop menu and this captures that awkwardness perfectly.  The various scenes in the video demonstrate at least one situation that we’ve all been in whether its the condescending look from the barista or the sly ‘ask siri’ while waiting in the queue or the explanation that still makes absolutely no sense.  Finally after all of that, the video serves its purpose of making McDonald’s the hero by demonstrating how the brand cuts through all of the noise and simply tells the customer exactly what a Flat White is leaving the customer satisfied and happy.

Of all the videos ads that we’ve seen lately, this really hits home.  Its clever enough to tap into the national psyche and manages to make us laugh at the same time.  It perfectly demonstrates the brand values of McDonald’s and positions the company as a brand that empowers and informs their customers rather than humiliates and confuses them.  Above all, it’s simple message solves the Flat White question that has probably been bugging us all but were too afraid to ask.

Blog writer: Adam Snelleksz is the marketing director of CMA Video and has worked in marketing for over 20 years.  He has worked in video production in Birmingham for five years with CMA Video and has been using video for marketing for nearly 10 years.  He also set up the video TV channel Blues TV, the official online channel of Birmingham City Football Club.  Some of the projects that Adam has used promotional videos for include the Birmingham Half Marathon, the European Gymnastics Championships and the World BMX Championships.

 

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