TBWA\NEBOKO Orchestrates a Musical Surprise for McDonald's Customers

As McDonald’s reworks its global menu and messaging with new burgers – the Grand Mac and Mac Jr. in the U.S. and premium burgers in the UK – The Netherlands is now home to the Maestro Burger, a premium sandwich made with either 100% Angus Beef or chicken. Starting this month, the Maestro Burger is getting star treatment in a new brand campaign: Always Open for Good Times.

TBWA\NEBOKO helped launch the Maestro burger with a literal symphony of sound to help illustrate the anticipation and sensory delight of the sandwich line.

A 60-piece live orchestra played a powerful, melodic composition in sync with the customer as they bit into the sandwich. Two-way feeds from the restaurant to a makeshift, nearby concert hall just down the street, allowed the orchestra director, Guido Dieteren, to lead the orchestra in sync with the diners. 

The TBWA\NEBOKO team set up five cameras and microphones around the restaurant to capture consumers as they purchased and bit into the burger. They shot the commercial in one day and filmed 13 customers. Surprised diners relished in the attention and were provided a look behind the curtain after eating the Maestro Burger. 

“It’s always thrilling filming an act of this scale and not knowing if it’ll go exactly as you want,” said Darre van Dijk, Chief Creative Officer, TBWA\NEBOKO. “This commercial sets a very high standard for the spontaneous moments of joy we will capture for McDonald’s in our new campaign. All of us had goosebumps at various occasions and you can see and feel that in the final film. It is always a challenge to create something at this scale – especially when it is live – and we are very happy that McDonald’s is eager to share in this challenging approach.”

The ad is part of a new campaign that will showcase similar feel-good surprises around the theme “Always Open for Good Times.” Always Open for Good Times promises to be more than a campaign; it’s the central motto of exactly what McDonald’s wants to be for their guests.

"A visit to McDonald’s is a treat for our guests, whether it’s a little snack, a meal, breakfast or to celebrate something together,” said Erwin Dito, Director, Marketing, Communications & Consumer Insight, McDonald’s Netherlands. “We are always there for the ‘spontaneous moments of joy’ and we want to highlight these moments.”