McDonalds’ ad analysis “Lights On”

17 January 2025

By Mika König & Paul Klippel

Context 

• in Britain during COVID-19 lockdown → increased importance of food delivery

• stationed near public transport → may encounter it on their way to work or when running errands

• yellow lines attract and guide our eyes - drawing attention in a busy environment

Author

• by the company McDonalds

• only half of the logo (golden arches) present, no other branding → logo and brand still easily recognizable due to strong brand identity

Audience → people walking past at this ad

target audience 

• UK residents in their 30s/40s; living in apartment complexes + using public transport → not owning bigger property + may not own a car, but income available to purchase the product → potentially working class; may work partially from home due to pandemic

• previous customers - familiarity with the brand + their products → since the food itself is not advertised; in need of home delivery → less/no eating out due to COVID

General audience 

• abstract, minimalist style - aligns with tastes of an audience below 50s

• easily readable through value differentiation -- only two hues used per ad + the yellow is iconic for the company

Purpose

• informational: ‘We deliver’ line - promoting the home delivery service the audience may be unaware of; 

golden arch = symbolizing road of delivery, connecting the store to people’s home

• inspirational: windows: use of underlying metaphors (LIGHT = GOOD; DARK = BAD) → lit window evoking the feeling of having a good time + spurs imagination (lit one: hope, laughter, chatter, lively, family vs. dark one: sad, calm, lonely)

→ delivers what audience craves the most during the pandemic: familiarity & comfort 

• motivational : to continue buying their products despite the circumstances