McDonald's, a refuge for stressed new parents

Ad by Leo Burnett kicks off new campaign centered on new products and services

By Alexandra Jardine. Published on May 12, 2018

Editor's Pick

McDonald's is debuting a new campaign in the U.K. in which some of its new products and services make life just that little bit easier for customers in various everyday, slice-of-life situations.

For example, one spot, seen here, centers on the stressed parents of a newborn baby as they struggle with carseats, strollers and groceries in their suddenly changed life. The film delicately conveys how everyone around them seems unbothered by their difficulties--until they walk into a McDonald's and are offered table service.

On a similar theme, McDonald's also reminded us how kid-friendly it is in a recent ad by DDB Sweden -- that spot was more straightforward comedic, but this one has an understated humor and pathos that's well-captured by Rattling Stick director Sara Dunlop

Another new U.K. spot focuses on a Dad taking his daughter out for the day. He helps her with everything --swimming, giving her a piggyback in the rain--until he's momentarily confused by the new McDonald's ordering screen, but his little daughter works it out instantly. It's a sweet moment, authentically portrayed.

The final TV ad will protray the story of a budding romance between two teenagers with the McDonald's app playing a role in breaking the ice.

The ads are by Leo Burnett, London.

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May 12, 2018
Leo Burnett London

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