Big Lawn's Chuck Bennett helps Arnold, Moroch reinvent breakfast for McDonald's

Big Lawn's Chuck Bennett recently teamed up with Arnold Worldwide Boston and Moroch Dallas to create two new spots for McDonald's - "Suburban Dollar" and "Re-Used". The concept of the commercials show what happens when everyone starts going to McDonald's for breakfast - kitchen appliances get put to new uses and garbage cans line the streets filled iwth coffee makers, skilelts and more.

Says Big Lawn Director Chuck Bennett of the campaign, "We loved the fact that these spots were so simple and beautiful. It’s a nice and unusual way to look at breakfast, and the confidence in the product is evident. We recently did two really nice comedy-dialogue spots for this client ("Steamy," "Park Ladies"), and it was great to be given two packages with such varied sensibilities. All four spots are subtle, but in different ways. 'Re-Used' was about design and rhythm, and the staging of the various vignettes. 'Suburban Dollar' is a more overtly comical expansion of the concept, as if to say, 'Now everybody knows about the deal and is into it.'"