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?

HE. ORDERS. HER. A COUPLE. BOXES. OF. McDONALD'S!!

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'.

 

Related Articles

Just Published

2 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.

2 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.

2 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.

3 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.