SHANGHAI– TBWA\Shanghai will launch the new ‘Manly Man Beef’ TV campaign for McDonald’s this February. The campaign, which will run from February 7 to March 6, 2012, shows Chinese men who are proud to celebrate their ‘manliness’ and show off their many ‘manly’ characteristics. The campaign builds on the success of the McDonald’s ‘100% Manly Man, 100% Real Beef’ campaign last year, elevating it to another level with deeper insights into Chinese men and their characteristics: simple, no-nonsense, straightforward and decisive. The ‘Manly Man Beef’ campaign aims to target young urban meat lovers in China. The campaign includes five thematic TV commercials – a national TVC as well as a TVC for Shanghai, Beijing, Shenzhen and Guangzhou (in Cantonese). The unique versions illustrate some of the ‘Manly’ nuances of each city. For example, the Shanghai version shows a humorous portrayal of the ‘strong and gentle’ man cooking, building on the insight that Shanghai men are responsible and skillful at taking care of the whole family.

---

北京版 上海版 广州版 深圳版 FULL CREDITS: Project Name: Beef 2012 ‘Manly Man’ Creative Agency: TBWA\Shanghai Client: McDonald’s China Group Creative Director: Kienhoe Ong Creative Director: Joe Zhou Associate Art Director: Steven Chung Senior Art Director(s): Ming Zhang Copywriter(s): Popo Jin Director: The Real McCoys Production Company: P.I.G. China Production Company Executive Producer: Nick Dodet Head of Planning: Ellen Hou Agency Producer: Raymond Lau and Mo Chan Brand Team Leader: Brian Swords Group Account Director: Jane Lim Associate Account Director: King Lee Media Agency: OMD