Call it ego. Call it minimalism. Call it self-indulgence.

But however grudgingly, you have to applaud McDonald's ongoing flex of stripping its ads down to the bare minimum of branding—while still working.

The newest installment of a trend that's been taking root in the brand's French and British marketing over recent years is the series of out-of-home ads that repurpose a mere half a logo into a rainbow of sorts shining into an apartment.

Created by Leo Burnett London, the work is a classic example of leveraging the strength of a brand whose iconography is completely embedded in culture. Not many can, so if you have the chance, why ot take it?

Speaking of which, if you like this work, you'll definitely want to check out my colleague Sara Spary's interview with the agency behind McDonald's new and minimalistic global packaging redesign.

What's your take on this kind of stripped-down advertising? Let me know at the email below or at @Griner on Twitter.

David Griner
International Editor, Adweek
David.Griner@Adweek.com

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The new look aims to convey 'joyful moments' through simple illustrations and bold graphics

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