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.

CREDITS

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

Related Articles

Just Published

4 hours ago

Creativity is key to driving sustainable living

SPIKES ASIA X CAMPAIGN: Active consumer demand for sustainable living is lagging regulations and technology, and this is an opportunity for the creative business to make a real, positive impact.

4 hours ago

Greater precision and effectiveness with AI

SPIKES ASIA X CAMPAIGN: Embark on a journey to discover and push the boundaries of alternative applications of AI in connecting the trinity of the brand, the media and the creative to propel marketing effectiveness.

4 hours ago

China's media dystopia

SPIKES ASIA X CAMPAIGN: A panel from Mindshare imagines the various potential fates of media in the world’s most advanced digital market, China, based on the emerging technologies and changing consumer trends we see today.

4 hours ago

Upcycling creative content: Making the most out of ...

SPIKES ASIA X CAMPAIGN: Business and creative experts explores a leaner, meaner, more cost-efficient, and more agile creative methodology.