Pregnancy pickles take centre stage in McDonald’s new ad

Pregnancy cravings are at the forefront of McDonald’s latest ad timed for Mother’s Day.

Created by DDB, the ad follows a woman and her mother who is very enthusiastic about becoming a grandparent. After her mother reveals she craved ice cream and pickles during her own pregnancy, the young woman announces her own pregnancy with a combination of the two ingredients from McDonald’s.

The ad, titled ‘Cravings’, is part of McDonald’s ongoing campaign ‘We’ll be here’ which highlights the roles the brand plays in its customers’ lives.

The campaign kicked off last year with the TVCs ‘Landmark’ and ‘Almost Home’. Earlier this year TVC ‘Denise’ launched, telling the story of a young girl hoping to earn a family meal at McDonald’s by making up for her naughty behaviour.

Jo Feeney, marketing director of McDonald’s Australia, said: “We’re so proud of the array of unique moments Macca’s is able to share with so many Australians, and are continuing to highlight this with the latest addition to our ‘We’ll Be Here’ brand campaign. This new spot taps into the emotion of a wonderful family moment, and continues our celebration of the unique relationships our customers have with us.”


McDonald’s Australia
Marketing Director: Jo Feeney
National Marketing Manager: Amanda Nakad

DDB Sydney
Chief Creative Officer – DDB Australia: Ben Welsh
Chief Creative Officer – DDB Sydney: Tara Ford
Creative Partner: David Joubert
Senior Art Director: Anna Paine
Senior Copywriter: Owen Bryson
Lead Senior Producer: Tania Jeram
Managing Director: Priya Patel
Managing Partner: Lisa Hauptmann
Business Director: Nicole Drabsch
Chief Strategy Officer: Carl Ratcliff
Planning Partner: Anna Bollinger

Production Company: Finch Company
Director: Christopher Riggert
Executive Producer: Karen Bryson
Producer: Camilla Mazzaferro
DOP: Jeremy Rouse
Editor: Stewart Reeves, The Editors Sydney
Grade: Ben Eagleton
Online: Quade Biddle, Atticus Post
Sound Engineer: Abigail Sie, Song Zu
Music Licensor: Level Two Music, Melbourne

Media: OMD


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