McDonald’s is getting audiences into the Christmas spirit with a new emotional campaign, focusing on the importance of hugging between families and loved ones.
Created by DDB Hong Kong, the TV spot tells the story of a traditional grandfather who has trouble expressing affection towards his son, even when it is most called for.
He then goes on to discover the joy of physical affection through his grandson. The magic moment at the end of the spot, where he embraces this joy with his son, is punctuated and celebrated by the two simple “thank you” he receives from the two generations he has brought into the world.
Yvonne Tang, senior director, marketing at McDonald's Hong Kong, said: “The campaign initiates a movement for Hong Kong people to show their affection. The campaign will include a digital component that amplifies the universal truth of the power of affection.”
O’Poon, group creative director at DDB Group Hong Kong, added: “Festive advertising has become very tactical and promotional. We wanted to cut through the clutter by being more subtle and silent with our messaging.
"By going back to the roots of McDonald’s values and its connection to families, we have created a classic McDonald’s story with a timeless formula: simplicity, surprise, and a smile."
Creative agency: DDB Group Hong Kong
VP regional director: Peter Rodenbeck
Head of strategy and innovation: Andreas Krasser
Group creative director: O’Poon
Creative director: Paul Yu
Associate creative director: Roy Ha
Associate creative director: Anderson Wan
Art director: Jeffery Foo
Art director: Meshiria Chan
Head of broadcast: Annie Tong
TV producer: Denise Wong
Business director: Noel Yuen
Account director: Koman Ko
Associate account director: Rita Chan
Senior Account Executive: Apple Ng
Media agency: OMD Hong Kong
Business director: Germaine Tse
Senior buying manager: Eppie Tsang
Group head: Tiffany Cheng
Senior buyer: Verna Kwan
Digital media planner: Mabel Ho
Media planner: Phoebe Ng
TVC director: Johnny Au – Production Station