Ad Nut
Jun 8, 2015

McDonald's shows both sides of 'tough love' in Malaysia

'Rasa sayang', for McDonald's Malaysia by TBWA Kuala Lumpur

McDonald's shows both sides of 'tough love' in Malaysia

'Rasa sayang' translates roughly as 'Feel the love', according to the agency. And with that theme, this good natured spot, which uses a Malaysian folk song by the same name as its soundtrack, sets a nice tone. After the kids misbehave in adorable ways, the parents impose punishments that would be familiar to people in any country. Then they relent by buying Happy Meals.

Ad Nut will set aside the argument over whether buying your kids fast food is really a good way to show love. It's nice to see a quiet, family-based ad from the brand, which very badly needs to hold onto its core audience as it flails around looking for a growth strategy.


Chief Creative Officer: Sa’ad Hussein
Executive Creative Director:  VJ Anand
Head of Digital: Aaron Gomez
Associate Creative Director: Lay Jian-Yi, Maharis Azman
Head of Copy: Lee Tak Shune
Copywriter: Andrew Perera, Kharial Nisha Sarfuddin, Nor Marlinah, Ferhan Faidzan, Lee Huey Ning
Art Director: Hafidz Selamat
Designer: Faridz Husaini, Michelle Yeoh
Production: Jeff Hong, Benson Clive, Shelly Ahmad, Jackie Chong, Loh Pey Shan, Bong
Senior Planner: Eldon D’Cruz
Group Account Director: Loh Mun Yee
Account Executive: Lee Xin Yi
Project Manager: Nur Iman Omar


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