Falling literacy levels have been blamed on a number of factors, including parental neglect, both deliberate and unintentional, and the proliferation of computers. "At an age when children have not yet been influenced by technology, we must lead them to discovering the wonders of the written word and how the mind creates images out of these words," said Zonito Torevillas, McDonald's PR and communications manager. The TVC features a seven-year-old girl, Angel, reading a letter from her father, who is working abroad.
"The scene is so familiar, so Filipino, yet endlessly heart-warming to the many families who have witnessed Angel read a letter that speaks of a father longing for his family, said Roger Pe, head of creative at DDB, which developed the campaign.