Ad Nut
Feb 4, 2019

CNY comfort food: McDonald's 'Prosperity Burger'

The fast-food brand suggests its own fare as a CNY feast for those who can't make it home.

In this spot for McDonald's by DDB, a young woman living overseas celebrates Chinese New Year by having a McDonald’s Prosperity Burger (chicken or beef with black pepper sauce and onions) with her family—over video chat.  

Ad Nut is not sure about the brand's claim that the Prosperity Burger "has become synonymous with the festive season, from Singapore to China, Hong Kong, Taiwan, Malaysia and Indonesia". But as it has been around for 14 years, the idea of the sandwich being a holiday tradition for some people is not entirely far-fetched. So while dinner in a fast-food joint, with family only present on a smartphone screen, may sound like a sad new year indeed, the ad does a good job of making it seem like a comforting substitute for actually being there.

See more 2019 Chinese/Lunar New Year ad campaigns
Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

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