The Romance You Didn't See Coming

Hello, awesome marketers and founders.
This is Luv, and here’s your weekly Marketing Shot :)

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I have spent a fair bit of time looking at marketing campaigns that play it safe.

You know the ones.

Smiling families, bright colours, and that familiar, comforting glow of a Golden Arches sign.

But back in February 2020, McDonald’s Thailand decided to throw the rulebook out of the window. They gave us something a bit more... steamy.

I remember scrolling through my feed and stopping dead.

At first, it looked like a high-end perfume ad or a moody film poster.

You had these beautiful, close-up shots of lovers leaning in for a kiss under soft lighting. It was romantic, intimate, and felt worlds away from a typical Happy Meal.

But then, I looked closer.

That is when the clever twist hit me. One of the faces was not actually a face. The nose was a bun sprinkled with sesame seeds. The lips were a patty.

Even the chin was just the bottom of a burger. McDonald’s had literally turned their main product into a romantic partner.

The Lessons Behind the Burger Kiss

So, why did this work? Why are we still talking about it years later? Here are my three big takeaways:

• Breaking the Pattern: We all have a fixed image of certain brands. McDonald’s is usually seen as family-friendly. By using a sexy and moody style, they shocked the audience into paying attention.

• The Power of the Reveal: The campaign used a visual trick that forced people to look twice. In a world where people scroll past things in seconds, making someone stop to solve a puzzle is a huge win.

• Including Everyone: The core message was simple. Whether you are in a relationship or single, you can always enjoy your favourite burger on Valentine's Day. It turned a day that can feel lonely for singles into a fun "I’m Lovin’ It" moment.

It was bold, it was a bit strange, and it was definitely hard to forget.

It reminded me that even the biggest brands need to take a risk and try something new with their audience once in a while.

What is the boldest risk you have taken with a campaign lately? Hit reply and let me know. I would love to share the best stories in next week’s Marketing Shots

That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv