French fry thievery may have been a friendship-ending offense a year and a half ago, but after the loneliness of pandemic living, sharing a fry with loved ones would be a joy worth singing about. This post-pandemic utopia is depicted in a new spot from McDonald’s Canada and agency Cossette.
“Steal My Fries” is a musical dream of the day when reaching into a friend’s carton of food to snag a bite is socially and hygienically acceptable. The video finds a man longingly watching a duo seated at a table nearby share a salty snack, lamenting his past fury at his own fry thief friend. He bursts into song.
“I dread the times you’d take what’s mine,” he sings over an image of him swatting away the hand of his thieving friend. “But after so much time apart, I’ve had a change of heart.”
The number explodes into a chorus of the repeated line “steal my fries” as the protagonist begs his friend in increasingly passionate (and sometimes stalker-like) manner to share his food–in his office, at a soccer game, while he hot-tubs with a woman, in his car and outside his house John Cusack-style. The campaign is inspired by research from Restaurants Canada, which reports 89% of Canadians look forward to dining out with family and friends again.
“At McDonald’s, we serve delicious food as well as feel-good moments,” said Alyssa Buetikofer, CMO at McDonald’s Canada, in a statement. “‘Steal My Fries’ is a playful, creative campaign that celebrates the joy of sharing a meal again. We hope it inspires Canadians to reconnect over some of McDonald’s World Famous Fries—whether you intend on sharing, or casually stealing a few from the ones you love!”
The campaign will run on TV, online and on social media in 60 and 30-second variants through August 29.
The ad's just the latest in musical-themed marketing we've seen recently. Earlier, Samsung debuted a song and dance extravaganza to promote its foldable phones.