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McDonald's begins Mighty Duel campaign

McDonald's Canada has begun a new campaign promoting a recent menu addition called the Montreal Steak Spice BBQ Mighty Angus burger. The effort, developed by Cossette of Montreal, includes a 30-second commercial called "The Mighty Duel." The creative depicts a shootout between hockey player Martin Brodeur and a cowboy on a horse.

The national campaign makes use of 15- and 30-seconds television commercials, pre-roll video and online videos, as well as social media, print and out-of-home ads. The campaign also includes a website at <> at which visitors can view the hockey shootout from various points of view. Media work for the campaign was handled by OMD, with public relations support from Weber Shandwick.

"This campaign defines what it means to be 'mighty' by bringing together some of the toughest stars of the west and the east for a never-before-seen competition," said Patrick Michaud, associate creative director at Cossette. "Building on last year's effort where a cowboy raced Montreal Canadien Shea Weber, we knew we needed something even mightier to introduce the Montreal Steak Spice BBQ Mighty Angus."

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