Kevin Amter


At the time "The Burger with the grown-up taste" was a daring marking approach for McDonalds. A hamburger intended for adults?




Television + Print


Associate Creative Director

Defining the brand

The Arch Deluxe burger featured bacon, lettuce and tomato, placed the fast-food giant into the $5 billion BLT niche market. Future "deluxe" sandwiches for mature palates also rolled out like the Crispy Chicken Sandwich featured in this television spot. Kids were not the target.

The fun part

The campaign dramatically broke through the media clutter, but at the time fast-food did not have the universally accepted negative health associations it does today. The campaign and approach was clearly ahead of its time.


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Based in New York

Happy To Travel

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(347) 460-6112

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