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

1 hour ago

Facebook’s Nicola Mendelsohn urges brands to ‘get ...

Creators, commerce and 'the next computing platform' are at the heart of company's vision for the future.

2 hours ago

Edelman makes COVID-19 vaccination ‘a condition of ...

The deadline for US staffers to be vaccinated is December 8.

2 days ago

CMOs lag behind other leaders in heading digital ...

TOP OF THE CHARTS: New research finds marketing and technology leaders fail to work in lock step and half of IT leaders expect the CMO title to be replaced.