McDonald's PH celebrates collective motherhood with heartfelt new film

McDonald's Philippines is marking Mother’s Day with a campaign that broadens the traditional definition of motherhood, recognising the many people who help raise children beyond biological mothers.

Titled “My many mothers”, the campaign centres on the idea that caregiving is often shared among relatives, neighbours, and close friends, reflecting the realities of modern Filipino family life. Developed for Mother’s Day, the initiative explores how support systems have become increasingly important as family structures evolve.

At the heart of the campaign is a short film that follows a young working mother and the network of women who help care for her child. Through scenes of everyday life, the film portrays acts of support such as relatives helping with school pickups, homework, and childcare responsibilities.

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According to Ada Almendras-Lazaro, CMO of McDonald’s Philippines, the campaign was designed to reflect changing family dynamics and the broader role caregiving now plays within communities.

“Motherhood today is shaped by real-life demands and realities. There are single parents, overseas workers, and blended families – but beyond that, there are also people who choose to take on the role of a mother in both big and small ways. At McDonald’s, we want to recognise and celebrate everyone who helps raise a child,” she said.

Publicis Groupe Philippines and Leo Manila led the creative work behind the campaign.

“This film is a love letter to all mothers – and to everyone who steps into that role – showing up in ways big and small. We approached it with a lot of intention: curating each scene, each character, and the music to reflect the quiet, everyday acts of care we see all around us. Not grand or perfect – just present, consistent, and deeply human,” said Raoul Panes, chief creative officer at Publicis Groupe Philippines and Leo Manila.

Rather than focusing on grand emotional moments, the film leans into small and repeated acts of care, positioning consistency and presence as central expressions of motherhood. The campaign closes with an image of a child asleep across the laps of the women who helped raise him, underscoring the theme of collective caregiving.

“The story is told through familiar, everyday scenes because that’s where real motherhood lives,” Almendras-Lazaro added. “It’s in the people who step in, who stay, and who continue to show up.”

The film, “My many mothers”, is available on YouTube and across McDonald’s Philippines’ social media channels.

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