For all the talk of a new commitment to digital media, McDonald's isn't afraid to embrace an old-fashioned medium to tell its story.
In Norway the chain aired a four-minute puppet show about the chain's relationship with local farmers who provide its ingredients. The long version was slated to air only on Nov. 1. Subsequently, 50-second versions of the commercial--from DDB Oslo--will be used. Two marionettes--a young man in a McDonald's cap and an elderly farmer--are the central characters in the puppet drama. Watch the video here.
The puppet drama is titled "Nothing At All" since it's background music track is "When You Say Nothing at All," popularized by (but not sung here by) American bluegrass singer Alison Krauss.