Day 041 - 28 Oct 94 - Page 50

     
     1        then?
     2        A.  Immediately the content of the commercial, this is
     3        rather simplistic in its thinking, but would show people
     4        doing just that, to being in a situation at home perhaps
     5        where they were having a dialogue as to whether they should
     6        eat in or "Well, let's go out".  You would demonstrate that
     7        usage.
     8
     9   Q.   That would be the only way that people might be influenced
    10        to go out from home?
    11        A.  In terms of creative executions, I cannot say that is
    12        the only way.  It is the only way I can think of right
    13        now.  I think the difficulty is, and this comes about over
    14        time, that there are certain food areas that people
    15        typically will go out for specifically, whether it be a
    16        treat, a special visit.  You come into McDonald's and you
    17        spend perhaps 15, 20 minutes there.  That is not the normal
    18        reason why people would get in their car, go out, spend 15
    19        minutes there and then come back home again.  We just do
    20        not fit that kind of lifestyle.  Therefore, it is just
         difficult for us, and very expensive, to try to achieve
    22        that.
    23
    24   Q.   Are you saying that you do not try to achieve that?
    25        A.  No, we do not try to achieve that.  No, we do not try
    26        to target that particular thing.
    27
    28   Q.   There was an advertisement on television this year during
    29        the World Cup, I think, or during some football or other --
    30        I do not know what it was to be honest -- which showed a
    31        young boy kicking a ball around in his back garden?
    32        A.  Yes.
    33
    34   Q.   And his parents saying something about going to McDonald's
    35         -- it is a long time since I have seen that; I cannot
    36        remember the details.  Do you remember that advertisement?
    37        A.  Yes, I do.
    38
    39   Q.   Right.  Do you want to describe what happens?
    40
    MR. JUSTICE BELL:  Yes.  Give us a very short synopsis of it.
    42        A.  It was during the World Cup.  Basically, there was a
    43        child -- he would have been about 14, 15, playing in the
    44        back garden, keeping a football bouncing up, very
    45        skillfully.  He hears a voice from -- you never see the
    46        voice but, presumably, its from his mother and saying his
    47        name and, "We are just going off to McDonald's".  The ball
    48        comes to rest and then without seeing anything else,
    49        suddenly he kicks the ball back up again and carries on
    50        playing.  So, he does not go to McDonald's.  A voice says, 
    51        whatever this guy's name is:  "Jimmy knows what practice 
    52        makes and that McDonald's do take-away"----- 
    53
    54   MR. JUSTICE BELL:  And that McDonald's?
    55        A.  "Do take-away", "does take-away".
    56
    57   MS. STEEL:  So what is the implication from that?
    58        A.  The implication of that during this advertising was
    59        that here we have a World Cup scenario.  We produced the
    60        commercial specifically to be relevant to that, and that