McDonald’s draws on ‘real families’ in new ‘Made for Family’ campaign
A child moving from the country to the city with her family stars in McDonalds’ new ‘Made for Feeling at home. Made for Family’ campaign.
The campaign aims to acknowledge what it is like to be a parent in today’s society and celebrate being a ‘real’ family.
Created by DDB Sydney, the campaign shows a little girl adjusting from the country life to city living and the loss of family time.
The commercial ends with the family going to McDonalds for ‘family time’ making the child happy again.
Jo Feeney, McDonald’s marketing director, said in a statement: “McDonald’s, at its heart, is all about families and this campaign is about celebrating real family life in Australia. As a brand we play a role in making life a little easier at times, we can empathise with parents as they navigate the day to day. Made for Family is core to what Macca’s stands for.”
Nicole Taylor, DDB Sydney’s MD, said: “We know being a parent can be hard, particularly during times of upheaval. But McDonald’s can be a little sanctuary in all that chaos.”
Fran Clayton, DDB’s chief strategy officer, said: “This campaign is a little empathetic nod to parents everywhere – celebrating modern day Australian families and their everyday lives, contrasting moments of stress with moments of ease and familiarity. It’s empathetic and authentic.”
The campaign includes a 30 and 60 second television commercial.
Credits:
- McDonald’s
- CMO Jenni Dill
- Director of Marketing Jo Feeney
- Group Brand Manager Elise Sproll
- Brand Manager Amanda Belz
- Marketing Intern Tammy Troung
- DDB
- CCO Ben Welsh
- Creative Partners Sian Binder Dave Govier
- Creative Partners Vince Osmond Jade Manning
- Managing Director Nicole Taylor
- Group Account Director Lisa Hauptmann
- Business Director Andrew Inman
- Strategist Fran Clayton, Caroline Ghatt, Anna Bollinger
- Head of Integrated Content Sevda Cemo
- Lead Senior Producer Tania Jeram
- Production House Finch
- Director Patrick Hughes
- Managing Director Corey Esse
- Producer Kate Merrin Camillia Mazzaferro
- DOP: Jeremy Rouse
- Post Production
- Editor: Adam Wills, Adam Wills
- Colourist Trish Cahill, The Refinery
- Flame Operator: Drew Downes, The Refinery
- Producer Amelia Bromley, The Refinery
- Sound
- Creative engineer Nat Joyce Rumble Studios
- Producer Sharika Toth Rumble Studios
- Music
- Music Supervisor Karl Richter Level Two Music
- Publishing Company Universal Music Publishing
- Record Company Universal Music Australia
- Song: Everywhere by Ida Redig
What a pathetic advertisement by McDonald’s. The idea that this ad somehow celebrates “real Australian life” is just staggering in its stupidity. Truly cringeworthy.
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Does MacDonalds really think we are all that shallow. Never mind that this child’s life has completely changed, it will all be fine now that they can go to MacDonalds! Definitely pathetic!
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