McDonald’s + DDB Group Hong Kong experience the magic of Lunar NY through a child’s eyes
McDonald’s, in partnership with DDB Group Hong Kong, are encouraging people to rediscover the magic of Chinese New Year with a new brand spot bringing in the Year of the Rooster.
The 60 second TVC sets out to remind viewers what CNY felt like when they were children. Too often the rituals around the festival lose its fascination as people grow older, and repetition, routine and chores wear down the magic they once experienced as children. This year, McDonald’s is recreating those feelings of wonder with a simple yet relatable human story. The spot opens on a CNY parade – a spectacular show of colour and sound – and leads up to a show-stopping moment when a little girl shares her McDonald’s fries with the dancing lion, proving the power of small gestures to make a big difference.
“Despite CNY being one of the most important festivals for family traditions, for many people it’s the little things that make it most memorable. That’s why our spot too had to be little – a little human story. We basically followed DDB Worldwide Chairman Emeritus Keith Reinhard’s legendary, yet timeless, creative formula: a simple story, with a surprise, and a smile at the end,” said Andreas Krasser, Head of Strategy and Innovation at DDB Group Hong Kong.
“As a brand, we have a strong belief in the heartland values of our local community, and our role in creating happy moments – one smile at a time,” said Randy Lai, Managing Director at McDonald’s Hong Kong. “DDB did a fantastic job of putting together a beautiful TV spot that’s reminiscent of the sheer joy we experienced as children during CNY.”
English voice-over:
Stop!
Wow, the lion ate fries!
Do lions eat burgers too?
Of course they eat burgers! They love burgers!
SUPER: Happy Chinese New Year
Credits –
VP Regional Director, DDB Asia: Peter Rodenbeck
Head of Strategy and Innovation: Andreas Krasser
DDB Group Sydney
Creative Partner: Steve Jackson
Copywriters: Owen Bryson, Shane Geffen
Art Director: Trong Ronakiat
DDB Group Hong Kong
Group Creative Director: O Poon
Creative Director: Paul Yu
Associate Creative Director: Ben Ling
Business Director: Noel Yuen
Senior Account Manager: Jim Leung
Head of Broadcast: Annie Tong
TV Producer: Denise Wong
Director: Maisy Choi/ Suchfilms
1 Comment
A kid that young really shouldn’t be munching on them salty fries. An ad that is meant to make me feel warm instead turns me off this brand for hijacking CNY and crowbarring its brand in there (and all the while cynically grabbing emotions through children and schmaltzy music).
Awful. And all whose names are on the credits should feel a little ashamed.