FP7McCann Dubai’s new campaign shows why McDonald’s is perfect for the long haul
Would you take someone to McDonald’s on a first date? Be honest. The internet has spoken, and the answer is a resounding no. First dates are all about making an impression, overthinking the outfit, rehearsing the perfect conversation starters, pretending you don’t actually love dipping fries into ice cream.
But what happens when the nerves fade, when the pressure’s off, when love becomes real? That’s when McDonald’s steps in. Teaming up with FP7McCann Dubai, the new campaign flips the script on modern relationships while embracing a simple truth: McDonald’s may not be ideal for your first date, but it is for every other date; the second, the tenth, the hundredth, the ‘I can’t believe we’ve been together this long’ date.
Through the film and a series of striking print visuals, the campaign captures the raw, unfiltered beauty of relationships, the phases, the milestones, the quiet in-betweens.
FP7McCann showcased love as it truly unfolds. New beginnings, filled with excitement and discovery. Grown love, where a couple navigates life with a child. And even timeless love, celebrating a life together, appreciating every moment without needing words.
At McDonald’s UAE, couples were celebrated for what really matters: not the first impression, but every moment after.
“This campaign is about embracing real connections, the kind that go beyond first impressions and unfold in everyday moments,” said Hassan Abouezzeddine, Senior Marketing Director at McDonald’s UAE. “McDonald’s UAE has always been a place where people can be themselves, share meals, and create lasting memories. This campaign highlights that familiarity, comfort, and connection.”
Federico Fanti, Chief Creative Officer, FP7McCann Dubai, added: “McDonald’s UAE took a simple cultural truth and turned it into a heartfelt celebration of love, not just as a fleeting moment, but as an ongoing journey. Because relationships aren’t built on first dates; they’re shaped by every date that follows.”
“Creatively, we wanted to capture the authentic moments that make relationships real, the kind of moments that don’t happen on a first date. The ice cream touching your nose, stealing a fry off their tray, laughing over an order mix-up, these are the unfiltered, unscripted moments where love feels effortless. This idea wasn’t just about McDonald’s as a place to eat; it highlights its role as the backdrop for real connection, where couples let their guard down, enjoy the food they love, and create memories that last.”
Agency
Chief Creative Officer: Federico Fanti
Executive Creative Officer: Nayaab Rais
Senior Creative Director & Head of Art: Paulo Engler
Creative Director: Jonathan Cruz
Associate Creative Director: Liam Galt
Senior Copywriter: Diego Fernandez-Cid
Senior Art Director: Arthur Melo
Senior Art Director: Roy Sebastian
Managing Director: Tarek Ali Ahmad
Head of Business Leadership: Sana Omran
Account Director: Karim Takieddine
Account Manager: Maryam Aqueel
Global CCO: Javier Campopiano – McCann Worldgroup
Global ECD & CCO Europe: Adrian Botan – McCann Worldgroup
Global Product Excellence Director: Carmen Bistrian – McCann Worldgroup
Creative Excellence Senior Manager: Lara De Souza – MCN
Production
Motion Designer: Kaue Akimoto – FP7 McCann Dubai
Video Editor: Murilo DePaula – FP7 McCann Dubai
Senior Retoucher: Amit Borawake – FP7 McCann Dubai
Production Assistant: Tanvi Cherian – FP7 McCann Dubai
Photographer: Mazen Abusrour – BIGSEA
Executive Producer: Serge Asaad – BIGSEA
Client
Senior Marketing Director: Hassan Abouezzeddine
Senior Marketing Consultant: Osama El Chamaa
Senior Marketing Consultant: Reem Bitar
