In an era where advertising often opts for extravagance, McDonald’s takes a step back to celebrate simplicity. Teaming up with Leo Burnett, the fast-food chain has launched an out-of-home (OOH) billboard that captures attention without the need for words or additional logos.
The new billboard prominently features McDonald’s iconic golden arches, slightly obscured and accentuated by a single drip of strawberry-flavored milkshake. Tiny beads of condensation are artfully added to the creative to evoke the refreshing nature of the chilled drink.
The minimalist milkshake ad is an extension of McDonald’s ongoing 'Raise Your Arches' campaign. Last month, McDonald's released a sun-themed ad that also leaned into minimalist branding, only revealing the golden arches at the very end, accompanied by the words, "Fancy a McDonald’s?"
The milkshake campaign follows an increase of 10.3% in annual revenue, partially credited to the viral resurgence of McDonald's "loveable" yet controversial mascot, Grimace. Earlier this year, the character gained attention on TikTok, as users humorously compared the purple creature to a figure from a horror film.
McDonald’s latest milkshake campaign brilliantly uses minimalism to convey a straightforward message: a refreshing escape from the summer heat. The ad, devoid of additional logos or text, demonstrates the power of simplicity in today’s cluttered advertising landscape.