Singapore Adwatch: McDonald's finds humour a hit with Singapore viewers

The fastfood giant proves that laughter does indeed make the heart grow ever fonder, Jimmy Yap reports. McDonald's Restaurants topped the recall charts for Singapore in the month of April, recording a 90 per cent recall rate. According to Rosalynn Tay, head of account management at Leo Burnett, the agency of record for McDonald's, its success is down to being locally relevant yet unconventional. "We find something that is very relevant to Singapore and we dramatise it. And we do it in a very refreshing way," she said.