McDonald's "Faker Tells the Heartwarming Story of the Lucky Burger®" (30s) — Behind-the-Scenes Analysis
This 30-second spot for McDonald's, presented by Lee "Faker," connects the brand's warm sentiments and the simple joys of everyday life with the product experience of the "Lucky Burger®." Despite its short running time, Faker's friendly tone and detailed directing clearly convey the brand message. This post covers the brand and concept, music and sound design, filming locations and set production, costumes, hair, and makeup, NGs and behind-the-scenes anecdotes, and highlights for global fans.
Brand and Campaign Concept
McDonald's focused on the core theme of this commercial: "The Joy of Small Fortune." The Lucky Burger® connects the meaning of its name (a simple symbol of good fortune) to the product experience, appealing to consumers emotionally. Faker's presence goes beyond mere star power, serving as a natural device to showcase "a relatable moment in everyday life." In other words, the brand aimed to go beyond "convenient fast food" and deliver an "emotional connection."
Music (OST) and Sound Design
The music in the 30-second commercial focuses on creating an emotional connection within a short period of time. Soft piano arpeggios or warm acoustic guitar are the foundation, with light, upbeat percussion added in the middle, likely expressing the vitality of everyday life. When Faker's narration or one-liners are heard at the climax, editing techniques were likely used to lower the music and make his voice clearer, enhancing the tangibility of the message. Furthermore, in the "one bite" scene of the Lucky Burger, the chewing sound and the rustling of the paper wrapper were emphasized, enhancing the auditory sensation of texture and tactile sensation.
Filming Locations and Set Design
The video primarily features familiar interior settings, such as cozy cafes or living rooms. Controlled studio sets were likely used to precisely control the lighting, the gloss, and the shine of the food. The lighting uses warm tones to create a "comfortable atmosphere," and the camera work quickly switches between the characters' expressions and close-ups of the products, drawing the viewer's attention. Had the video included outdoor scenes, it would have been composed of cuts suggesting a cozy moment in a small city alley or on a park bench.
Clothes, Hair, and Makeup — Creating Faker's Friendly Image
Faker's styling is likely a simple, casual look, easily recreated by fans. He likely chose neutral tones (beige, navy, gray, etc.) with a focus on neat knits and shirts, highlighting his face and expressions. Hair is naturally styled, and makeup is minimal, focusing on even skin tone for the camera, to emphasize the "authentic, unvarnished quality."
NGs During Filming and Behind-the-Scenes
Food scenes are highly sensitive to temperature, texture, and timing, leading to frequent NGs. For example, multiple reshoots may have been required due to insufficient visibility of the steam on bread or insufficient stretchiness of cheese. Additionally, Faker's facial expressions during the actual bite may have been unnatural, leading to repeated takes. During this process, small jokes with the staff and impromptu reactions can become beloved moments for fans in the making-of videos. Behind-the-scenes footage often features the props team adjusting the packaging and toppings until the last minute.
Points to Watch for Fans and Global Viewers
Narration Tone: Experience the warmth and trust the ad is trying to convey through Faker's voice tone and tone.
Sound Detail: Compare how the Foley (the sound of the bread and filling) in the bite-size scene stimulates viewers' appetites.
Outfit Recreation: Faker's simple, casual look is perfect for fans to recreate in their own style content.
Check Out the Making-of Videos: Be sure to check out the NG scenes and ad-lib reactions when the making-of videos are released on the brand's official channel.
Conclusion
The commercial, "Faker's Heartwarming Story of Lucky Burger®," combines concise storytelling, refined sound design, and Faker's engaging performance. The brand aimed to convey not only the product's physical appeal (taste and texture), but also the emotional impact of "small fortunes" felt by consumers. This message is effectively conveyed through the video's detailed production.