VIEWPOINT: Innocuous campaign hits a raw nerve

In this day and age of steamy, in-your-face campaigns a la FCUK, it was a surprise to hear that a rather innocuous piece of advertising by McDonald's Philippines could have whipped up such a storm. A father rewarding his daughter with fries once she tells him that he's her favourite parent. Ho-hum.

Hardly an eyebrow raiser. But the country's officials saw it differently, finding a deeper meaning where none existed. Perhaps their vociferous opposition could be put to better use with a genuine campaign to counter corruption rather than expending their energy in token efforts, such as forcing advertising they think has hit too close to home off the air.