"Real recognizes real" McDonald's Quattro commercial interpretation: Beenzino's realism and the thickness of the patty.
Hello! Today, we're introducing you to a legendary collaboration that's set both the F&B industry and hip-hop scene ablaze.
It's the "Double Quarter Pounder with Cheese" campaign by [McDonald's X Rapper Beenzino].
The mere news that Beenzino, a "top Korean hip-hop icon" and fashion icon, was chosen for McDonald's created a huge buzz. Known as a die-hard McDonald's fan, the menu he chose was none other than the "Double Quarter Pounder with Cheese" (aka Double Quat-A-Cheese), a true meat-lover's paradise.
This commercial goes beyond simply showing Beenzino eating a burger, brimming with Beenzino's signature groove and swagger! What kind of image was McDonald's hoping to project through Beenzino? Let's meticulously examine the details of this video, which makes us question whether a burger ad can be this cool, from a marketer's perspective.
🍔 1. Brand and Product Description: "Real" Meat Flavor, Double Quarter Pounder with Cheese
McDonald's is a fast-food brand beloved by people around the world, but its "Quarter Pounder with Cheese" lineup boasts a truly unique fandom. As its name suggests, it features a hefty, quarter-pound (approximately 113g) beef patty. The "Double Quarter Pounder with Cheese" featured in this ad features two patties.
This menu item focuses on the "rich flavor of meat and cheese" rather than the crispiness of vegetables, and is considered to best embody the taste of authentic American cuisine. McDonald's defined this menu item's identity as "thick," "heavy," and "rich flavor", and designed a model and concept that best expressed these qualities.
🥩 2. Advertising Concept & Message: Full of Detail, Full of Flavor
The core message of this ad is "Become Perfect with a Thick Beef Patty"
However, the way it's delivered is closer to "Cool" than "Delicious."
A Real Encounter: The collaboration between Beenzino, an artist recognized for his unvarnished honesty and unparalleled artistry, and "Double Quattro," a patty-based slapstick, conveys the message "Reality is recognized by the real."
Sensory Gourmet: The hamburger is elevated from a simple fast food to "an item that expresses my taste," like music or fashion. Beenzino's image of himself holding a hamburger in one hand exudes charisma, as if he were holding a microphone.
🎥 3. Creative Concept: The Aesthetics of Slow Motion and Close-ups
This ad's creative focused on a "sensual sizzle."
Slow Motion: The moment Beenzino takes a big bite of the burger was captured with a high-speed camera (slow motion). The meat juices and texture of the cheese flowing between the patty are dramatically expressed, creating a visually satisfying experience.
Close-Up: Tight angles were used, focusing on the texture of the burger and Beenzino's facial expressions rather than artificial lighting. In particular, Beenzino's gaze and the satisfied expression immediately after taking a bite felt like a genuine reaction, not an act, adding to the authenticity.
Color: The overall palette of muted brown and gold was used to simultaneously convey the color of the well-cooked patty and a luxurious mood.
🎤 4. Model Strategy: Beenzino, the Irreplaceable Icon
McDonald's selection of Beenzino as its model demonstrates the pinnacle of targeting and branding.
Authenticity: Beenzino is a true "burger enthusiast," having expressed his love for burgers through social media and his lyrics. This model, who isn't pretending to eat under duress but genuinely enjoys it, inspires deep trust among consumers.
Hip Image Transition: McDonald's is a popular brand, but sometimes it can feel too familiar and lacking in trendiness. However, the moment he wears the iconic "Beenzino" logo, McDonald's's image is refreshed into a cool brand enjoyed by hipsters.
Targeting the MZ Generation: For the MZ generation, who have established tastes and enjoy value-driven consumption, Beenzino is a wannabe. His burgers aren't just a simple meal; they're a lifestyle they want to emulate.
🎵 5. Music & Sound: A Burger That Gets You Going
Because Beenzino is the model, the background music (BGM) is also unique.
Beat and Rhythm: The BGM features a hip-hop beat with a heavy bass. This visually captures the weighty weight and rich flavor of the Double Quarter Pounder with Cheese.
Sound Design: The sounds of biting into a burger and grilling a patty are exquisitely interwoven with the beats of the music, creating a rhythmic feel, almost like a music video. Beenzino's voice, accompanied by the "McDonald's~" jingle, serves as a hip hook in itself.
🏙️ 6. Filming Location & Set Design: Modern and Chic Space
The backdrop of the commercial isn't your typical McDonald's.
Minimalism: A simple, modern studio setting was chosen, eliminating any clutter. This strategy focuses solely on the two subjects: Beenzino and the burger.
Lighting Direction: Pin lights were used to emphasize the three-dimensionality of the characters and the sheen of the burger. This creates the feel of a fashion photoshoot or music video set, enhancing the quality of the commercial.
👕 7. Clothing & Styling: The epitome of effortless style
Bee-zino's styling is the epitome of "natural hip."
Street Casual: Instead of over-the-top stage attire, he paired it with comfortable T-shirts, hoodies, and leather jackets, naturally portraying him enjoying a burger in his everyday life.
Details: But it wasn't just casual. Bee-zino's signature fit and stylish accessories ensure he never forgets his fashionista side. This reflects the modern man's desire to "dress comfortably, eat comfortably, but not sacrifice style."
📈 8. Advertising Expectations: Rallying and Expanding the "Quopach" Fandom
The benefits for McDonald's through this ad campaign are clear.
Gathering a Fanbase: Instilling a sense of pride in existing Quopach fans, saying, "Quopach is hip, after all," increases loyalty.
New Influx: It piques curiosity in those who don't usually eat burgers or only eat other menu items, prompting them to ask, "What's that thick burger Beenzino is eating?" and ultimately leads to a purchase.
Brand Youngening: McDonald's solidifies its image as a young and edgy brand that connects with the 1020 generation.
📝 Conclusion: Burgers Wear Hip-Hop
[McDonald's X Beenzino]'s Double Quarter Pounder Cheese commercial is a masterpiece that combines "the most American flavor" with "the most Korean trend."
That thrilling feeling Beenzino feels when he takes a bite. For lunch today, how about a "Double Quatpick," a hearty swag filled with meat and cheese, without the complexities of vegetables? Chew to Beenzino's beat, and you might feel like you're eating a culture, not just a burger.
This concludes our analysis of the McDonald's commercial featuring hip-hop icon Beenzino. We'll be back with more delicious marketing insights in the next post!
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