McDonald's, a refuge for stressed new parents

Ad by Leo Burnett kicks off new campaign centered on new products and services

Published On
May 12, 2018

Editor's Pick

McDonald's is debuting a new campaign in the U.K. in which some of its new products and services make life just that little bit easier for customers in various everyday, slice-of-life situations.

For example, one spot, seen here, centers on the stressed parents of a newborn baby as they struggle with carseats, strollers and groceries in their suddenly changed life. The film delicately conveys how everyone around them seems unbothered by their difficulties--until they walk into a McDonald's and are offered table service.

On a similar theme, McDonald's also reminded us how kid-friendly it is in a recent ad by DDB Sweden -- that spot was more straightforward comedic, but this one has an understated humor and pathos that's well-captured by Rattling Stick director Sara Dunlop

Another new U.K. spot focuses on a Dad taking his daughter out for the day. He helps her with everything --swimming, giving her a piggyback in the rain--until he's momentarily confused by the new McDonald's ordering screen, but his little daughter works it out instantly. It's a sweet moment, authentically portrayed.

The final TV ad will protray the story of a budding romance between two teenagers with the McDonald's app playing a role in breaking the ice.

The ads are by Leo Burnett, London.