McDonald's Signature Burger Launch With Daniel Henney

McDonald's Korea has officially launched its first in the line-up of ad campaigns for their new hand-crafted 'Signature Burger Collection'. Marking its 60th anniversary worldwide, the brand has found their spokesperson in international superstar Daniel Henney (Wolverine: X-Men Origins, Big Hero 6, The Last Stand, Criminal Minds: Beyond Borders). Henney has long been a sought out celebrity in Korea, starring in various Korean films, dramas, and commercials. His starring in a recent Korean reality TV show, "I live alone," has also been a big hit in Korea.

In positioning the Signature Burger Collection as a premium brand, Leo Burnett Seoul Creative Director 'Myung Sun Kim' took the creative in a fresh and new direction from their previous campaigns. The aim was to go for a more natural and down-to-earth look, both with the actors and with the tabletop sequence. The creative team decided to bring in MassMessAge Director Wookie to help visualize the tone of the spot. Wookie is no stranger to natural-looking food spots. His series of 'Outback Steakhouse' commercials, helped change the game for tabletop sequences in Korea several years ago. That series also featured Daniel Henney. Ever since then the actor and director have maintained a good working relationship.

The first spot in the line-up of Signature Burgers, is the 'Golden Egg Cheeseburger'. The sequence with Daniel Henney and friends was shot in an actual McDonald's venue near the bustling Gangnam area. The venue is one of several new high-tech future stores that are popping up in Korea. Newly designed with open kitchens and digital kiosks, the new stores aim to bring a more interactive experience for future customers. The table-top sequence was designed and shot in a built-in kitchen set. It was imperative that the food sequence portray the hand-crafted motto the Signature Burgers aim for. Past tabletop sequences had a very neutral look, and location was never implied when showing the ingredients. 

With Creative Director Kim at the helm, and Wookie directing, once again the game has changed.