McDonald's touts the message that "little things mean a lot" in a new U.K. TV spot, which aims to emphasize the meaningfulness of small treats in what's been a difficult year.
The ad, by Leo Burnett London, centers on a teenager getting his first set of wheels. It's a gift from his mom, and it's her decidedly uncool small car. Despite his initial look of disappointment, and the jeers of other boys in the street, he finds an unexpected bonus: a pile of small change in the car that allows him to go and buy some McNuggets and fries at a drive-thru McDonald's. Then, he puts on his mom's CD (Westlife's "Flying Without Wings," another decidedly "uncool' track) and rocks out to it on the way home, with a treat for his mom too. The spot, directed by ThirtyTwo at Pulse, is sweet and understated, and, as Steven Howells, marketing and food director, McDonald’s U.K. and Ireland said in a statement, somewhat sentimental.
"In a challenging year, little treats and acts of kindness have increased sentimental value," he said. "McDonald’s remains a dependable anchor for food quality and value, as well as providing feel good moments for our customers. We wanted to show that at McDonald’s you don’t need to spend much to get something that means a lot.”
Chaka Sobhani, Leo Burnett’s chief creative officer, added: “We hope this campaign shows that it’s always the thought that counts, especially in times like these. And that McDonald’s hopefully makes that easier because of the great value they offer and give to their customers."