The TVC angered legislators at a time when the country has been reeling from bribery scandals which resulted in the ouster of President Joseph Estrada.
The offending TVC, titled 'Dada', features a couple and their daughter eating at a McDonald's restaurant. The father asks the child who her favourite parent is. She replies that he is and he rewards her by secretly giving her French fries under the table. Dubbing it "under the tabvle fries", senators said the TVC, which aired in prime time slots of ABS CBN and GMA Channel 7, promoted a culture of corruption. McGeorge Foods Corporation, McDonald's franchise holder in the Philippines, pulled the ad because of the uproar, said a spokesman for Hemisphere Leo Burnett, which developed the TVC.
In a statement, McDonald's said: "The promotion of family values is always a top priority at McDonald's. The latest McDonald's TV commercial was intended to depict family fun and togetherness. Some sectors of the population, however, did not perceive this. The TVC was replaced by the multi award-winning 'Lolo' (grandfather) TVC, which has just won the Creative Guild's TV ad of the year award.
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