This twenty-second ad consists of a single visual gag. We imagine the treatment looked something like:
Close up of mum putting on daughter’s swimming cap. Pull out to reveal it’s a rubber glove as she didn’t have time to find swimming cap.
It’s simple but effective, and bound to get a laugh of recognition from parents with swimmer children everywhere.
Ironic that McDonalds have used the same Ads two years in a row to advertise their Saver Menu.
Maybe that was a bit of clever stealth marketing – and they’re hoping we’ll all pick up on it.
Or maybe it was just because they – like the rest of us – wanted to save a few quid in Jan.
Maybe we’ll never know.