McDonald’s Channels Godzilla Movies to Plug Its Nostalgic Collectible Cups

McDonald’s has long appealed to collectors with limited-edition Happy Meal toys and merchandise. The chain is scaling things up this summer with a nostalgic global campaign spotlighting some of its most popular keepsakes across the decades.

Created by Wieden+Kennedy New York, “The Great Cup Odyssey” uses images that would seem at home in a Godzilla movie, starting with tourists at an observation deck being startled by an enormous version of McDonald’s mascot Grimace staring through the window.

Set to “L.O.V.E. (L Is For the Way You Look at Me),” the film continues with a gigantic Hello Kitty stomping through Bangkok, an oversized Ken and Barbie on the beach and an enormous Snoopy stopping traffic along a mountain pass. Stunned newscasters comment on the global phenomenon as all the collectibles converge on the Golden Arches to transform into collectible cups.

Six cups nodding to a different generation of Happy Meal toys, with themes including Beanie Babies and Coca-Cola, will be available beginning Aug. 13 as part of a Collector’s Meal.

This also marks the first time McDonald’s has offered one of its limited-edition meals during breakfast.

This is McDonald’s latest nostalgia play, following campaigns such as its ode to grandmothers with a Grandma McFlurry, Grimace’s Birthday and the return of the Hamburglar.

“There’s an undeniable thrill when you snag that one elusive McDonald’s collectible or the final piece to complete your collection,” McDonald’s global chief marketing officer and head of new business ventures Morgan Flatley said in a statement. “These new collectible cups commemorate some of our most unforgettable designs and global collaborations over the years, allowing longtime fans to relive treasured moments and helping a new generation make their lasting memories.”

The ad will run in 33 markets worldwide, supported by out-of-home executions using the same larger-than-life feel of the film.

The campaign also features a Snapchat AR experience that allows consumers to show off their collectibles. A Collector’s Meal cup provides free admission to a poolside party at Santa Monica Pier in Los Angeles and a free ride on the Phoenix roller coaster at Coney Island on Aug. 17.

CREDITS

Advertising Agency of Record
Wieden+Kennedy New York

PR/Communications
Golin
EGAMI
BODEN
IW Group
Rogers & Cowan PMK (Lee Street)

Creative
Wieden+Kennedy New York
Alma
IW Group
Burrell
Boden

Experiential
We Are Social

Digital Marketing
Publicis Groupe

Digital Experience, Retail
The Marketing Store (TMS)

Packaging
Boxer

Paid Media
Starcom
Burrell
Navigation Blvd
Admerasia