McDonald’s Canada teamed up with creative agency Cossette to launch its new campaign, "Showdown," featuring hockey superstars Connor McDavid and Auston Matthews.
Running from January 7 to February 10, 2025, the campaign celebrates hockey culture with nostalgic nods to early 2000s video games, TikTok edits, and a lineup of exclusive, hockey-themed menu items.
The "Showdown" campaign aims to connect with younger fans and lifelong hockey enthusiasts alike by tapping into the nostalgia of the 1990s Showdown ad featuring Michael Jordan and Larry Bird, and combining it with modern hockey moments and digital trends.
The campaign will be showcased across TV, social media, digital platforms, radio, and out-of-home advertising.
Andrew Chisholm, executive creative director at Cossette, wanted to honor the nostalgia while creating something fresh and exciting for today’s fans.
“Our goal was to reimagine a cultural touchstone for a new generation and infuse it with McDonald’s signature sense of fun.”
The star of the campaign is the Showdown Menu, which features hockey-themed dishes such as:
- The Big Mac-David: A Double Big Mac tribute to Connor McDavid
- The Smoky Quarter Papi: Inspired by Auston Matthews, featuring smoky BBQ flavours
- Power Play Poutine: A nod to P.K. Subban, with Quebec-inspired flair
- The Hat Trick: A triple-layered delight for hungry fans
- Spicy Junior Chirpy: A bold, fiery snack
- Celly Sundae: The ultimate celebratory dessert
In a press release, McDonald’s Canada Chief Marketing Officer Alyssa Buetikofer shared her excitement as they set to partner with some of hockey’s biggest stars.
“Our new Showdown menu is a tribute to the love Canadians have for hockey and McDonald’s. We've combined the thrill of the game with our iconic menu items to create a lineup that's sure to score with our guests.
This is more than just a meal — it's an experience that brings the excitement of a hockey showdown right to your table.”
The campaign also taps into the growing digital sports culture with dynamic content designed for social media platforms like TikTok and Instagram, where Gen Z hockey fans spend their time.
The "Showdown" campaign will culminate on February 10, 2025, with exclusive activations and giveaways across participating McDonald’s locations in Canada.
Fans are invited to join the excitement, cheer for their favorite players, and enjoy the new hockey-inspired menu items.
Showdown for a Big Mac
The 60-second spot kicks off with hockey star Auston Matthews practicing alone in an empty ice rink. Connor McDavid enters and casually asks, “What’s in the bag?”
“Big Mac,” Matthews replies. McDavid challenges him: “I’ll play you for it — first one to miss has to watch the other eat.”
What follows is a hilarious sequence of jaw-dropping shots as the athletes nail every attempt to get the puck into the net, escalating the stakes with each move.
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The antics get even wilder when they venture outside the rink, launching shots from the bleachers. At one point, Matthews turns to McDavid and quips, “Think this is a game, Papi?”
The scene shifts to a retro video game-inspired hockey match, where the players continue their streak of flawless goals.
Outside, the competition gets even more outrageous as McDavid takes a shot that smashes into a billboard featuring Matthews’ face.
“Rude,” Matthews deadpans.
The grand finale sees the duo perched atop a bus, where a perfectly aimed shot hits an electrical box, briefly causing the city lights to flicker.
Finally, the two decide to call a truce and head toward a McDonald’s to grab a bite.
Meanwhile, McDonald’s partnered with WWE star John Cena to introduce its latest McValue platform.
