Bedtime Snack of Night Owls

Merging the art, self-expression and flavor of young adult lifestyles, McDonald's® has launched "Nocturnal," a TV commercial that serves up the McGriddles® breakfast sandwich as the perfect ending to a night on the town for a group of friends.

McGriddles are an innovative combination of warm golden griddle cakes (with the sweet taste of maple syrup baked right in), available with different combinations of savory sausage, crispy bacon, fluffy eggs and melted cheese.

Developed by Burrell Communications for McDonald's, the new ad positions McGriddles as the "bedtime snack" of choice for young adults who count some of their best times out as those that take place between sundown and sunrise. "Nocturnal" will run nationally, beginning this month. The creative campaign also includes print and radio.

"This new campaign is an excellent example of Burrell's leadership and experience in multiple, moving target markets," said Tom Burrell, the agency's founder, chairman and chief executive officer. "Burrell's work has evolved to integrate market research, multiple forms of media and unique approaches."

The 30-second spot is a multi-layered media experience that tells the story of a young man and his friends -- from one night's early hours to its McGriddles bedtime- snack ending.

"Young adults live in a fiercely single-minded pursuit of their passions," said Shanteka Sigers, Burrell's creative director for the campaign. "McDonald's helps to fuel their lifestyles by providing a food experience that's familiar, authentic and accessible."

* Chicago production company Digital Kitchen produced the graffiti-style graphic animation overlays for "Nocturnal." Burrell's creative and production team included: Mike Faems, managing director/creative operations, Shanteka Sigers, creative director/writer, Tynesha Williams, art director, and Debbie Amsden, executive producer.

Burrell is a full-service marketing communications company with offices in Chicago and Atlanta. In business for more than 30 years, Burrell is a leader in understanding and motivating consumer behavior in the African- American and Yurban® markets. The agency's client roster includes P&G, McDonald's, Toyota, Coca-Cola USA, Verizon, Sears, and others. For more information, visit www.burrell.com. ------------------------

Produced for Burrell

CONTACT: Kelly Williams, Burrell T: 312-297-9716 E-mail: kdwilliams@burrell.com

April 2004 (Newstream)