# Depressed Retro Device Ads McDonald's 'Loose Change' Menu Promotion Has Change-Eating Machines Sad By Alexander Lam | Published 2013-05-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/loose-change References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/05/mcdonalds-lonely-view-finder/) & [mcdonalds.au](http://mcdonalds.com.au/) In a campaign for [McDonald's](https://www.trendhunter.com/trends/mcdonaldland) 'Loose Change' menu, lonely change-eating machines are seen depressed over their new-found isolation. Each print ad displays a different machine lamenting the lack of attention that they've been receiving. With McDonald's 'Loose Change' logo at the bottom of the ad, it's implied that all the change is now going towards cheap and convenient fast food. Developed by advertising agency [DDB](https://www.trendhunter.com/trends/cheeky-maccas), the ads have been targeted towards attracting the change of Australian consumers. The retro feel of each piece of this campaign contributes to attracting value-seeking members of Generation Y. From old arcade terminals to [claw machines](https://www.trendhunter.com/trends/jaffa-cakes-installation) that picked up stuffed animals, the ads have definitely attempted to target a certain generation of consumers. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 83% | Activity: 79% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Retro Advertising:** Opportunity for brands to use nostalgia and retro aesthetics to capture the attention of value-seeking consumers. - **Emotional Targeting:** Opportunity for brands to evoke emotions and create connections with consumers through relatable and empathetic advertising campaigns. - **Generational Marketing:** Opportunity for brands to tailor their campaigns to specific generations, such as Generation Y, to make a stronger impact. ### Who This Affects Most - **Fast Food:** McDonald's and other fast food chains can use creative advertising campaigns to attract cost-conscious consumers. - **Advertising:** Advertising agencies can explore new ways to target and engage consumers by incorporating emotional elements and nostalgia into their campaigns. - **Entertainment:** Entertainment industry can leverage nostalgia and retro themes to appeal to a generation that appreciates vintage aesthetics and experiences. ## Related on Trend Hunter - [Nostalgic Fast Food Campaigns](https://www.trendhunter.com/trends/cheeky-maccas.md) - [Retro QSR Meal Revivals](https://www.trendhunter.com/trends/mcdonaldland.md) - [Architecture-Inspired QSR Ads](https://www.trendhunter.com/trends/new-mcdonalds-campaign.md) - [Nostalgic QSR Miniature Experiences](https://www.trendhunter.com/trends/happy-meal-collectibles.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md) - [Nostalgic Adult QSR Meals](https://www.trendhunter.com/trends/mcdonaldland-meal.md) - [Night QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-night-posters.md) - [Sustainable QSR Litter Adverts](https://www.trendhunter.com/trends/mcdonalds-malta.md) - [Mental-Health Awareness QSR Packaging](https://www.trendhunter.com/trends/happy-meal-box.md)