McDonald's McCrispy Burger Joins a Classical Orchestra in Sweden

It’s more than a jingle. Much more.

Nord DDB in Sweden takes a highbrow approach in its latest campaign for McDonald’s, commissioning a classical music piece called “The Crunch.”

The work draws inspiration from the sound made when diners dig into the extra-crispy breading of McD’s McCrispy chicken burger, we’re told.

In fact, the sandwich itself “performs” with a full orchestra, led by Swedish conductor Peter Nordahl:

Not exactly a toe tapper, but that meal can sure keep time.

“The brief was to launch McDonald’s new McCrispy burger in the Nordics—a burger that is crispier than ever,” Nord DDB art director Josefina Norén tells Muse. “We thought the crunch was a sound so beautiful and satisfying, it could be an instrument in a symphony. It turned out it could!”

The agency has garnered considerable acclaim for pushing the envelope with fun ads and activations for McDonald’s. Recent examples include transforming digital billboards into food trucks, traveling back in time for lower prices and, most memorably, designing streetwear based on McD’s uniforms.

Along with commercials, the campaign boasts elements across OOH, OLV, cinema, radio, print and social media.

CREDITS

Advertising agency: Nord DDB
Media agency: OMD
PR agency: Prime Weber Shandwick 
Director: Oskar Wrangö
Production company: 
Camp David 
Composer: Håkan Eriksson 
Conductor: Peter Nordahl