We've seen various brands drop their logo on adverts lately, and McDonald's is the latest to release a spot with almost no branding at all. The campaign features a series of 30- and 10-inch films that show McDonald's breakfast set to cinematic music, featuring a voiceover that points out how its deliberately not going to talk about what's on screen. The spots end with 'Breakfast, done properly' and while they don't feature a graphic logo, they do include McDonald's famous audio logo, which is a clever move for anyone not so familiar with McDonald's hash browns.
The campaign by Leo Burnett UK follows research that showed that up to 90 per cent of people were able to identify McDonald's breakfast products without any branding. I can't help but feel that the spots may also have been influenced by the latest trends in no-logo advertising, although McDonald's does have form when it comes to hiding its logo, and arguably invented this trend.
