McDonald’s ads without brand name, logo and product pictures

McDonald’s, whose marketing has been tilting increasingly toward minimalism in its European advertising, has launched an outdoor campaign that’s both subtle and loaded with swagger. The ads created by Leo Burnett London mentioned nothing about the fast food chain’s brand by name, its logo or product pictures. Instead, commuters could simply see a list of key ingredients that make up some of McDonald’s core products—Filet o’Fish, Egg McMuffin and Big Mac. But colour plays a key role, with each ad’s palette being true to McDonald’s branding.