Adrian Peter Tse
Oct 3, 2014

‘Fairy dads’ make the most of McDelivery in the Philippines

PHILIPPINES – Featuring a macho father who tries to impress his twin daughters with a makeshift pink fairy outfit, the McDonald's story zeroes in on a growing trend of single-parent households in the Philippines.

Client: Golden Arches Development Corporation

Agency: Leo Burnett Manila

Market: Philippines

Campaign scope: TVC, Digital         

Background: Insights showed that some family moments taking place within the home are too precious to interrupt with cooking or going somewhere else for a meal. After “digging deep into a lot of stories” the creative team at Leo Burnett Manila found one about “a dad that goes to any length to please his twin daughters”.   

Press Release Quote: Raoul Panes, Chief creative officer, Leo Burnett Philippines said, “From the feedback we are receiving since it aired, there are a lot of loving “fairy dads” and grateful daughters and moms out there. In the Philippines, there are numerous single-parent households due to the common arrangement of one parent working overseas to support the family—the spot resonates with them as they see their homes in the story.”

Comments: The TVC takes you back to a rich childhood imagination where playtime is about bonding with family at home and being immersed in your own stories without being interrupted. The campaign adds a fun twist to the heartwarming story of a dedicated dad spending quality time with his girls. A McDelivery moment juxtaposed with a macho dad with wings and a wand provided a nice exclamation point as the ending to the spot. 

Credits

SVP Marketing: Margot Torres

Marketing Manager : Kring Lao

Marketing team: Cholo Perreras, Ashley Santillan,Dea Santos

Creative team: Raoul Panes, Alvin Tecson, Spiro Barroga

Planner: Joy Santos, Cey Ponferrada

Client Servicing: Donny Dingcong, Judy Buenviaje, Maik Alturas, Chacha Salem

Media agency: Starcom

Production house: Pabrika

Director: Joel Limchoc

Edit House: Underground Logic

Related Articles

Just Published

2 hours ago

Initiative's Amy Armstrong elevated to global CEO, ...

Baxter will serve as chair of Initiative before taking up a new leadership role at IPG focused on "transforming and elevating" other areas of the group's portfolio.

2 hours ago

Indian agencies take 'no concrete steps' on mental ...

Exclusive Campaign India survey reveals that 71% of industry workers say their company has taken no steps to reduce stress, while 69% report no access to mental health services.

2 hours ago

Amazon Prime Video apologises, edits 'objectionable'...

The company's move follows protests against the content of the video series Tandav, which drew complaints against its makers and cast in Madhya Pradesh and Maharashtra in January.

4 hours ago

WildAid wants you to get emoji-nal about the ...

Why wouldn't you be red-faced in anger over trade in products from endangered species, a pro bono campaign from BBDO Bangkok asks.