Karl Wolfgang Epple: Portfolio

McDONALD’s Popov, the clown

When McDonald’s Germany changed agencies after 43 years, this first work recaptured the feeling the brand has always evoked: staying young whatever your age. The commercial, starring the world’s most famous clown Oleg Popov, added a new dimension to the brand promise “I’m lovin’ it” and set the stage for a new brand identity.

“A spot that’s a marked change of pace from Mickey D campaigns we’re accustomed to here in the States.”