TBWA\Shanghai has launched a new 'Manly Man Beef' TV campaign for McDonald's. The campaign 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. It 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.

Dim lights Embed Embed this video on your site

Dim lights Embed Embed this video on your site

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