The McDeal offer started at the beginning of 2017 and was an ongoing offer throughout the year. At the beginning of 2018, it was time to re-direct the McDeal to refresh people’s minds that it’s still the best deal out there. The challenge was to shift direction for an offer that has become mainstream in the consumers’ eyes. We changed tactics – and went from hard-selling to witty and funny creating 2 TV scenarios showing our not-so-savvy hero making some pretty bad deals. Because, quite simply, no deal is like a McDeal. The campaign continued online with even more ‘bad’ deal situations, asking the public to re-think what they might consider to be a Big Deal.