Racheal Lee
Aug 8, 2013

McDonald's shows sibling bonding through breakfast

MANILA - Fast food chain McDonald's has launched a campaign, entitled “Kuya” (Big Brother), for its Breakfast McSavers series in The Philippines.

wide player in 16:9 format. Used on article page for Campaign.

Developed by Leo Burnett Philippines, the campaign involves a 45-second TV spot, which is based on a tale of two brothers.

The elder brother, who has Down syndrome, is having hotcake breakfast while chatting with his younger brother about the latter’s crush. The elder brother gives advice to the younger one on the proper way to smile at her.

Since its launch two weeks ago, the commercial has gained positive feedback on social media, on the depiction of sibling bonding by the two characters.

Raoul Panes, CCO of Leo Burnett Philippines, noted that the campaign aims to capture the human truth that meals get better when shared with people we care for.

“We deliberately exercised restraint, staying away from the heavily handed or melodramatic,” he added. “They [McDonald’s] have the courage to try new things. They understand that brand communications need to connect with the audience. They champion creativity.”

Raymond Arrastia, managing director at Leo Burnett Philippines, said the work of an advertising agency deals with human needs, wants, dreams and hopes.

“Its ‘product’ cannot be turned out on an assembly line,” he added.


Client Golden Arches Development Corp.
Brand McDonald’s
Agency Leo Burnett Philippines
Creatives Raoul Panes, Alvin Tecson, Mela Advincula, Carlo Cruz, Alexa Remalante
Accounts Donny Dingcong, Maik Alturas, Xea Kho
Producers Steve Vesagas, Lester Parulan
Director Henry Frejas
Production house Filmex
Audio house HIT
Post production Optima Digital
Food stylist  Lydia Go
Caster Edge Pasion

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