The world is heading to France this summer–in large part due to the Olympics. And one place tourists feel at home is McDonald’s, as reflected in this TV spot directed by the duo Bradley & Pablo via production house La/Pac for DDB Paris.
We hear tourists in their respective languages ask directions to the nearest McDonald’s. Wheras the brand is called “McDo” in France, tourists have varied pet phrases for McDonald’s. This film shows tourists searching for their “Mickey D’s,” “Makudo” and “Mecces” facing very perplexed French locals before the iconic term Big Mac is uttered and doesn’t get lost in translation, serving to bring everyone together.
CreditsClient McDonald’s France Agency DDB Paris Alexander Kalchev, chief creative officer & co-president; Delphine Tabutin, Melanie Pennec, creative directors; Nicolas Malcorps, artistic director; Lucille Ortega, copywriter; Chloe Vomscheid, jr. artistic director; Mia Mercuri, Kevin Audric, assistant artistic directors; Cedric Ledoux, strategy director; Corinne Persch, Lucie Daumas, producers. Production La/Pac Bradley & Pablo, directors; Jerome Denis, CEO; Daniel Fernandez Abello; DP; Valery Rouet, culinary stylist. Sound Production Studio 5 Cédric Boit, Clément Reynaud, Alexandre Vicart, Josselin Tange, sound engineers; Marine Cremer, music supervisor.
Filmmaker Natalie Johns Creates Spec Gun Violence Prevention PSA
Her social media feed is filled with frustration and “prayers” for families torn apart by yet another mass shooting as filmmaker Natalie Johns is engaged in the morning ritual of negotiating school attendance with her 4½-year-old. Between laughing and arguing with their daughter, the Johns think deeply about the prospect of waking up without her--deeply enough to feel an inch of what it might be like to lose her--a feeling profound enough inspire her most personal commitment to date as a filmmaker.
“Gun violence should not be a normalized part of life in America,” she noted. “I felt it was worth putting my whole heart on the line to deliver this message.”
The director invited her long-time collaborator and cinematographer, Bill Kirstein (Mean Girls, Happyend), to capture their family’s experience over several mornings in a spec PSA. She wanted to capture her own joy and truth as a parent with a view to inspiring action from the deepest love she has known.
On the third day of filming, Johns received an email from their daughter’s preschool notifying parents of a lockdown that had occurred due to a gunman outside the school. The children, aged 2-5, were gathered in a small bathroom for an hour, singing songs with their teachers while the man was apprehended by law enforcement. This was the family’s first narrow escape from tragedy.
“The coincidence of filming this PSA and experiencing my family’s first lockdown was both shocking and surreal. I simply could not wrap my head around it,” said director Johns.
Even more terrifying for Johns was discussing the incident with other parents who had already experienced several lockdowns with their older children. This reality is all too common and far too... Read More