This video is a great example of advertising’s ability to influence the way people think about the advertiser without talking about the advertiser.
On one level, this two-minute video promotes a McDonald’s game available as an app. But the video does a lot more for McDonald’s than promote a game app. The video shows ordinary people doing extraordinary and fun things with a soccer ball (football). With minimum branding, this video speaks volumes to millions of voluntary viewers about the restaurants, the food, and the game. Viewers don’t analyze the information in a message. They experience associations and draw inferences about the type of company who would bring them the message.
With this video, McDonald’s associates itself with the idea that what might seem ordinary can be amazing, fun, and entertaining. What better association for McDonald’s?