McDonald's is taking a more minimal approach with its latest ads, created by TBWA Paris. Deviating from the standard clutter and excitement that's typical of fast food ads, the brand's most recent content features only the food's packaging and a few crumbs.
The latest ads feature the packaging of the chain's top sellers including a Big Mac, Chicken McNuggets and french fries, all which create the illusion that the meal has been devoured by a hungry diner, prior to the photos being taken. This minimalist approach demonstrates the brand's instantly recognizable meal offerings, which can be identified even when void of branding.
The vivid ads serve as an extension of the brand's minimal advertising, which started in 2013 when TBWA Paris created ads that were close-ups of McDonald's offerings.