Juraj in Audition with Simon. And McDonald’s.
11/14/2024
by
Cossette
McDonald’s Canada returns with its annual McJoueur platform, featuring a duo just as unexpected and entertaining as last year to promote the Smoky BBQ Poutine with Chicken. Created by Cossette, the campaign dives even deeper into Quebec culture by pairing hockey player Juraj Slafkovský with the humorous and creative universe of the web series “En audition avec Simon” (Auditioning with Simon), which becomes, for the occasion, “En audition avec McDo.”
It’s essential for McDonald’s to speak both to hockey fans and to all Quebecers. McJoueur continues to offer us a platform to surprise and delight our customers, season after season.
Suzanne Grondin, Regional Marketing Director - Quebec at McDonald’s Canada
Slafkovský steps into four playful auditions for the new McDonald’s ad, all under the keen eye of Simon-Olivier Fecteau — the ad’s mastermind and director — along with his trusty sidekick, Étienne De Passillé. These capsules, released bit by bit to the audience, build anticipation for the ad’s big reveal: a bold, show-stopping grand finale “dreamed up” by the director himself.
The idea was to create a world where Simon’s character, known to be a pricky, self-important director, is mandated by McDonald’s to take the reins on the new McJoueur campaign. Bringing the real Simon-Olivier Fecteau into the creative process was key to keeping the essence of his character (and the show) intact, letting us capture his signature humor and unique tone without missing a beat.
Marc-André Vigneault, Associate Creative Director at Cossette
The campaign will be aired on TV, the web, and social media from November 5 to December 9 throughout Quebec.
Credits
Client: McDonald’s Canada
Director, Field Marketing: Mélissa Hains
Regional Marketing Director, Quebec: Suzanne Grondin
Regional Marketing Supervisor: Andréanne Gilbert, Noémie Duchesne
Creative Agency: Cossette
Vice-Presidence, Executive Creative Direction: Anne-Claude Chénier, Alexandre Gadoua
Creative Direction: Marc-André Vigneault, Étienne Goulet, Patrick Michaud
Creative: Laurence Oliva, Étienne Lebourdais, Michel Compagna, Christian Jomphe
Account Services: Natalie Azoulay, Tessa Giret, Maria-Laura Laubenthal
Content Strategy: Kelly Saint-Pierre, Antoine Cormier
Social Analysis and Community Management: Farah Chaou
Agency Production: Septième
Broadcast Production: Vicki Gagnon, Pénélope Coutu
Infographics: Marie-Ève Thibodeau, Martin Lemay, Éric Lefebvre, Elisabeth Matte
Linguistics: Carol-Ann Savick, Chelsey Lam, Emilie Robertson, Sophie Rhéaume, France Auger, Nathalie Fournier
Production House: SOMA
Direction: Simon-Oliver Fecteau
DOP: Jonathan Decoste
Post-production: Rodeo FX
Sound: Circonflex
Media Agency: OMD
RP Agency: Weber Shandwick