The new ads feature just a few crumbs of the fast food chain's famous Big Macs and French fries

Advertising agency TBWA Paris‘s latest advertisements for McDonald's take minimalism to an extreme, showing the packaging of the fast food giant's famous Chicken McNuggets, French fries and Big Macs, but omitting all but a few crumbs of actual food.

The ads aim to give the sense that the rest of the food pictured has already been devoured by a satisfied customer. Because McDonald's is such a well-known brand internationally, the ads need to incorporate little else besides the brand's famous golden arches and the name of the featured menu item.

McDonald's minimalist advertising strategy began in 2013 when TBWA released ads featuring close-up photographs of the company's food.

McDonald's

Advertising agency TBWA Paris‘s latest advertisements for McDonald's take minimalism to an extreme, showing the packaging of the fast food giant's famous Chicken McNuggets, French fries and Big Macs, but omitting all but a few crumbs of actual food.

The ads aim to give the sense that the rest of the food pictured has already been devoured by a satisfied customer. Because McDonald's is such a well-known brand internationally, the ads need to incorporate little else besides the brand's famous golden arches and the name of the featured menu item.