McDonald’s is running “Celebrate with a Bite”, an advertising campaign connecting the Sochi 2014 Winter Olympics with the Chicken McNuggets brand. The biting of the medal has become an iconic symbol of victory at the Olympics. Coincidentally, the iconic Chicken McNugget is sometimes used to celebrate life’s smaller victories. Whether you’re a world-class athlete or a child who’s scored his first goal, the greatest victories are celebrated with a bite. The spot takes viewers on a ride through Olympic history, cleverly juxtaposing iconic medal-biting imagery with shots of fans across the world biting into McDonald’s Chicken McNuggets.
The campaign includes commercials featuring US snowboarder Louie Vito, ice hockey player Patrick Kane and speed skater Shani Davis.
The Celebrate with a Bite campaign was developed at DDB Chicago by executive creative directors Matt Eastwood and Tony Malcolm, creative director Nancy Jordan, associate creative directors Brian Boord and Chad Broude, producer Matt Green, executive producer Liat Ebersohl.
Filming was shot by director Joe Pytka via Pytka with executive producer Tara Fitzpatrick and line producer Gretchen Siss.
Editor was Meg Kubicka at Whitehouse Post, Chicago, with assistant editor Matt Jameson, producer Dawn Guzowski and executive producer Dan Bryant.
Audio/Sound design was done at Gutenberg by sound engineer Nick Papaleo.
Finish and effects were produced at Filmworkers Club, Chicago, by VFX artist Rob Churchill, producer Derek de Board and executive producer Lisa Long.
End tag animation was produced at Vitamin.