LONDON — McDonald's new campaign promoting its McCafé beverages rolled out its first real-time TV spot Wednesday night.
The "McCafé moments" campaign, which launched in March, takes its cue from "Gogglebox," in which real people are filmed watching and commenting on television programs.
In the latest spot, McDonald’s customers discuss what has just happened on Channel 4 reality-TV series "The Island with Bear Grylls" during the first ad break while enjoying a McCafé beverage.
OMD UK and Channel 4 have worked with Shine TV, producers of "The Island," to ensure the content is integrated seamlessly. The creative agency behind the campaign was Outfit, which had previously done the casting for "Gogglebox."
Faye Gilman, associate director at OMD UK, said: "This ground-breaking campaign was created to weave McCafé into the most talked about TV moments and we're excited to share the latest contextual advert. Seeing real people talk about TV as it happens really brings this campaign to life."
Running for the remainder of 2015, the campaign will run in other peak-time programmes across the Channel 4 family of channels, such as" Made In Chelsea, One Born Every Minute and Taking New York."
Chris Braithwaite, agency principal at Channel 4, said: "This huge scale and highly collaborative project with UK integrates McDonald’s McCafé brand with some of the key themes, stories and characters across our flagship programmes to really engage with our young and upmarket viewers.
"Television, and especially Channel 4 content, creates conversation and we’ve built the campaign concept around that."
Niall Murdoch, founding partner of The Outfit, said: "The contextual and unscripted nature of these spots will provide lots of surprises for Channel 4 viewers throughout the campaign.
"Shooting frequently and as close to transmission as possible means each of the McCafé Moments will deliver an honest and relevant slice of life, and loads of the real passion our contributors have for the TV they love."
This article first appeared on campaignlive.co.uk.