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'.

 

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.