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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
United States

Amy Cheronis

EVP Reputation and Communications

Katie Newman

Chief Marketing Officer

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McDonald’s “Popov the Clown”

INSIGHT. McDonald’s is an ageless and timeless brand, much like world-renowned circus performer Popov the Clown. To celebrate McDonald’s 60th anniversary, Leo Burnett Frankfurt enlisted a world-famous clown to help salute another — Ronald McDonald. The agency created a spot that proved “when you make people happy, you never get old.”

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IDEA. To honor Oleg Konstantinovich Popov’s illustrious career, as well as celebrate the 60th anniversary of McDonald’s founding, the agency produced a charming spot that offered a glimpse into one night in the life of his renowned alter ego, Popov the Clown. In this film, we don’t just celebrate a lasting cultural icon, but we remind viewers of the timeless values for which that icon will always stand.

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IMPACT. “Popov the Clown” received numerous nods for its sentiment, inspiring music and perfectly paced storyline. The film won many awards, including a Silver Lion at Cannes, a Red Dot Award for its communication design and a gold at the Epica Awards. The spot continued to bolster McDonald’s positive image during a time of change.