McDonald’s SG makes only SG referee in World Cup new face of campaign

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Local referee Muhammad Taqi Aljaafari Bin Jahari, who has been selected as a FIFA VAR (video assistant referee) for the World Cup, has now become the new face of McDonald’s Singapore World Cup campaign launching in November. Muhammad is the only referee from Singapore and all of ASEAN headed to Qatar.

In the upcoming campaign “Wanna go to McDonald’s?” from 24 November to 28 December, he will star alongside global celebrities ITZY and Khaby Lame in a new commercial during World Cup. McDonald’s is an official sponsor of the 2022 FIFA World Cup.

“I’ve always been a big fan of McDonald’s. I have so many memories growing up with McDonald’s and even now bringing my children there for hotcakes. I’m truly honoured both to be selected to officiate at the World Cup and to be a part of this World Cup celebration with McDonald’s,” Jahari added.

Drina Chee, senior director, marketing and digital customer experience of McDonald’s Singapore, said “This World Cup season, we have more reason to get excited with Taqi representing Singapore at the biggest football event. "We’re looking forward to bringing communities together with their passion for football and enjoying their McDonald’s favourites while celebrating Singapore’s part in the 2022 World Cup,” Chee added. McDonald's Singapore is also airing many of the Worldcup matches at several of its outlets around Singapore.

Meanwhile, globally, McDonald’s has unveiled a new global marketing campaign to bring fans of 2022 FIFA World Cup together. Also known as “Wanna go to McDonald’s?”, the campaign is inspired by the idea that “Even if you disagree on which football team you support, you can still always agree on McDonald’s”, said Eugene Lee, regional CMO (Asia) at McDonald's. The video ad plays on the undeniable, universal fan truth — people across the globe all have McDonald's in common.

“While we may all root for different teams this World Cup, we can all agree that every celebration is a little bit sweeter with McDonald’s fries, and every missed goal or yellow card stings just a little less when you’re enjoying a Big Mac,” said Morgan Flatley, global chief marketing officer at McDonald’s on her LinkedIn.