McDonald's is celebrating the end of lockdown regulations in the Netherlands with a heartwarming spot about two grandparents emerging from the house for the first time to see their grandkids.
The spot, via TBWA/Neboko, highlights the fast feeder's "Happy Bag" promotion in the McDonald's app where people can gift their loved ones with a bag of summer food and two dinner coupons (users just have to indicate in the app why they want to surprise that person).
Directed by Ishmael Ten Heuvel at Pink Rabbit, it shows the grandparents emerging into the sunshine after months stuck indoors doing jigsaws and watching the clock. Grandma puts on her lipstick and headscarf, finds the car keys at the back of a drawer, and they dust off their car and drive into town. There, they deliver the Happy Bag to their grandchildren, and watch them eat it at a safe social distance.
The film was made in line with coronavirus restrictions, so the grandparents are a real couple who have been married for 50 years, and the family featured in the film are all related. The music, a cover version of Simple Minds "Don't You Forget About Me," also adds a particular poignancy to the spot.
“Every week or month is a different sentiment when it comes to COVID-19," said Darre van Dijk, chief creative officer at TBWA/Neboko, in a statement. "The moment grandparents were allowed to go out again to see their grandkids was a very emotional moment for many. It touches freedom and love and that’s what we’ve tried to capture in this summer film for McDonald’s in the Netherlands.”
Elsewhere in the world, McDonald's has also been highlighting the bond between grandchildren and grandparents separated by lockdown; in a campaign from Sweden by Nord DDB, it encouraged people to deliver special Happy Meals for seniors to isolated grandparents, along with a handwritten message.