'Guess Who's Back' Ads Actually Require No Guessing at All

Latest from TBWA\Paris for McDonald's

For years, TBWA\Paris has crafted minimalist McDonald's ads that require almost no branding at all to communicate—thanks to the chain's iconic branding around its products.

The latest campaign arrives today, with the theme "Guess who's back."

And it is a guessing game, of sorts, as the executions simply feature 70-pixel images that the viewer is encouraged to decode. But it's not much of a mystery—the McDonald's colors are immediately recognizable, even stripped back to their bare essentials.

Benjamin Marchal and Faustin Claverie once again led the work as executive creative directors. (OK, if you need help, the products are the Big Mac, Cheeseburger, Filet O Fish and Fries.


Brand: McDonald's France
Agency: TBWA\Paris 
Brand Managers: José JACINTO, Benoît KOLB, Sandy ROUSSEAU 
Agency Managers: Jonathan SEROG, Emmanuelle ESCALERE, Louis MAINBOURG
Strategic Planning: Basile VIAULT 
Executive Creative Directors: Benjamin MARCHAL et Faustin CLAVERIE
Artistic Director: Olivier MULARSKI
Copywriter: David PHILIP
Assistant Directeur Artistique: Richard GHANEM, Alexandra FREMIN
Producer: Camille NAULLEAU

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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