Speechless 

McDonald's
Quarter Pounder

The New McDonald’s Quarter Pounder made with 100% fresh beef and cooked right when you order is a lot hotter and juicier than ever before.

A burger so good, it leaves everyone speechless.

Fast Company
ABC News
MSN.com
Inc.
Daily Motion
The Drum
AdAge
Shoot Magazine
Ads of The World
Little Black Book
Media Post

The Best YouTube Ad of The Year
#THEYOUTUBEAD THAT MAKES ME LAUGH
McDonald’s “Speechless Thoughts with Charles Barkley”

Results:

  • > 440 million YouTube masthead impressions from "Speechless Thoughts" masthead takeover

  • Twitter engagement rate of 63% for unboxing video with Charles Barkley (27% higher than overall avg.)

  • SIXTY SECOND ASMR(ish) video on Snapchat outperformed Snapchat benchmark by 29%

  • Search demand for "McDonald's Quarter Pounder" increased by 300%

  • Searching for "McDonald's new burger" increased by 400%

  • > 100,000,000 Quarter Pounders sold in the first 8 weeks (most successful launch of the year)

Snapchat + Instagram Stories
How can we get people to experience the New Quarter Pounder while watching our campaign on social media?
By creating our own spin on the ASMR internet culture phenomenon.

Twitter
We also got Charles Barkley to unbox it on Twitter and losing his words.

Youtube
Our stars were left speechless on the sound-heavy platform, so we translated their thoughts by adding a first-of-its-kind twist on the closed caption feature.

…And when we got social media influencers to try the new McDonald’s burger, the inevitable happened…

Film
So when fans went speechless in our commercials, we got help from our friends to translate their thoughts.