McDonald’s has launched a new instalment of its "We could" campaign for its coffee range, McCafé – this time promoting its latest launch, the iced latte.
Created by Leo Burnett London, it kicks off with a 30-second TV spot and will also include video-on-demand, press, out-of-home, digital out-of-home, social, radio and experiential activity.
In each case, the messaging will touch on the ways the brand could have advertised iced latte in that particular channel, but has chosen not to. In the TV ad, this includes depicting "a dramatic explosion of ice and coffee" and choosing to "linger on a single bead of condensation for way too long".
The work was written by Andrew Long, art directed by James Millers and directed by Us through Academy. The media agency is OMD UK.
The launch film for the McCafé campaign, which rolled out in March, spoofed coffee origin stories, hipster coffee artisans and abstract dance sequences.