Ad Nut
May 15, 2019

Thank mum for years of Ramadan feasts with...a couple boxes of McDonald's?

The fast-food brand's Ramadan- and Mother's Day-themed ad is hilarious. But not on purpose.

The McDonald's ad above is one of the funniest Ad Nut can remember seeing in quite some time. But not intentionally so.

In the spot, by DDB for the Singapore market, a young man comes to a realisation. For his entire life, his dear mother has awakened in the middle of the night during Ramadan to prepare suhoor. She is still doing so every night during the season, toiling away to give her children nourishment to carry them through the day's fasting. The young man even seems to recognise his mother's mortality, and that she deserves some thanks and appreciation for her years of loving devotion and uncomplaining labour.

So what does he do?


It doesn't even look like a lavish spread! And he couldn't even be bothered to go get it himself!

(Sorry. Ad Nut is not usually one to use exclamation points, but is sure you will be forgiving in this case.)

At this point, Ad Nut is ROTFLing. But what really reduces Ad Nut to hysterics is the mother's face at the end. Presumably the brand thinks she is looking upon her offspring with adoration and gratitude. But Ad Nut cannot help but see a flicker of pity for the boy, who is clearly emotionally stunted and arguably a sociopath, along with a large dose of self-reproach that she has managed to raise such an absolutely clueless, unfeeling twit.

And thus a supposedly touching ad for Mother's Day and Ramadan has become a delicious, albeit accidental, black comedy. Ad Nut thanks all those involved for this much-needed injection of mirth.

As a palate cleanser, here's two better examples of recent Ramadan-themed advertising:

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'.


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