Audio & Radio > Product & Service

BREAKFAST LULLABY

LEO BURNETT MOSCOW, Moscow / undefined / 2013

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We were challenged to promote the new Beef McMuffin, the latest addition to a wide range of products available for breakfast at McDonald's. Instead of stepping into the obvious (and widely explored) territory of morning, sunshine and alarm clocks, we took a completely different route. We created a lullaby, which was played to radio listeners only at night, lulling them to sleep. The lullaby was designed to inspire mouth-watering, food-related dreams that leave you craving for a nice McBreakfast the next morning.

ScriptInEnglish

INTRO: We were challenged to promote the new Beef McMuffin, the latest addition to a wide range of products available for breakfast at McDonald's. Instead of stepping into the obvious (and widely explored) territory of morning, sunshine and alarm clocks, we took a completely different route. We created a lullaby, which was played to radio listeners only at night, lulling them to sleep. The lullaby was designed to inspire mouth-watering, food-related dreams that leave you craving for a nice McBreakfast the next morning.

LULLABY MUSIC

MVO: (IN RUSSIAN) Sleep well, my friend, good night.

Your eyes are closing tight,

Like a soft veil of cotton,

A leaf of lettuce it covers.

Bacon enters the scene

To join you in your dreams.

Tender brown omelet

Sends regards that are smoothest.

Tomato and ham by the slice

Jump over the fence in a trice.

Splashing juice and warm coffee is pressed,

Who is the pro is anyone's guess.

Who, when night wears out, will feed us, sleepy ones,

So much better than anyone?

Beef McMuffin - it's got what it takes for sure!

It's got egg, yellow and white so pure.

It's hot and nourishing and new

And always ready to feed you.

But not before the morning is here.

Meanwhile my friend, the time for bed is near.

Enjoy your dreams of great tastes

Tomorrow when you awake.

You'll have plenty of choice for your breakfast,

McBreakfast. Mornings for every taste.

SFX: YAWN

BOY: (SINGS MNEMONIC)

ScriptInOriginalLanguage

MVO: Спи, мой друг, спокойной ночи.

Вот уже сомкнулись очи,

Всё как пелена, как вата

Накрывает лист салата.

И с тобою вместе в сон

Пробирается бекон.

Подрумяненный омлет

Шлет нежнейший свой привет.

Ловко скачут чрез заборы

Ветчина и помидоры.

Плещет сок, дымится кофе

Все гадают — кто здесь профи,

Кто накормит лучше прочих

Сонных нас к исходу ночи?

Не ударит в грязь лицом

Биф Макмаффин - он с яйцом!

Он горячий, сытный, новый,

Накормить тебя готовый,

Но не раньше, чем с утра.

А сейчас всем спать пора.

Вкусных снов, мой друг,

А завтра

Будет выбрать что на завтрак.

МакЗавтрак. Утро на любой вкус.

SFX: YAWN

MNEMONIC: (SUNG) MCDONALD'S.

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