McDonald’s latest ads are just a bunch of pixels. And they’re brilliant

Pixelated photos are sometimes reserved for unlicensed logos, nudity, or a horrible web connection. McDonald’s in France, nonetheless, is utilizing it in a intelligent new approach: to promote the reopening of its eating places.

The ads are 70-pixel photos of Golden Arches classics with a tagline “Guess who’s again.” The mix of colours are virtually indistinguishable, apart from one factor—we’ve all seen so many McD’s ads in our lifetime that they’re really instantly recognizable. That collage of browns, tans, and inexperienced? A Huge Mac, course. Brilliant yellow, fading into a stark crimson? You already know it’s the fries.

[Photo: McDonald’s]

Created by company TBWAParis, the brand new marketing campaign is in step with the witty and clever minimalism the model and company have been enjoying with for years. In 2014, it was flattened, emoji-like illustrations. In 2019, it was rain-spotted window views of the City of Love to advertise McDonald’s supply, in addition to deserted night streets to advertise late-night hours. Then final 12 months, the model made posters that includes close-up pictures of traditional menu gadgets, with big bites taken out of the entire billboard. What all of them have in widespread is a winking self-awareness of the model. It is aware of how ubiquitous it’s, and isn’t apologizing for it. As an alternative, it’s celebrating that familiarity in more and more inventive methods.

The model in america, and globally, has just lately stepped up its efforts to faucet into popular culture, by way of branded merchandise drops, and Well-known Meals collaborations with stars like Travis Scott, J Balvin, and BTS. These ads are clearly a lot quieter, however they reinforce the concept that McDonald’s has fully embedded itself in our collective tradition—regardless of how blurry it will get.