This McDonald's spot relives every parent's toddler nightmares

Fast feeder reminds us it's a family-friendly choice

By Alexandra Jardine. Published on Apr 24, 2018

Editor's Pick

If you've ever been parent to a toddler, you've been there. McDonald's latest ad from Sweden graphically illustrates what it's like to take small kids to an art gallery, a doctor's office or a church. Or, on public transport, to a supermarket…OK, pretty much anywhere.

After all the stares, judgmental looks and embarrassed apologies, the relief on the beleaguered dad's face as he enters a family-friendly McDonald's --where kids can scream and tantrum to their heart's content -- is palpable.

Director Jesper Ericstam of Social Club captures parental shame perfectly, for Nord DDB.

The campaign is based on extensive research that shows that Sweden's parents regard McDonald's as the country's most family-friendly restaurant. And, in a world where middle class parents worry about feeding their kids burgers, it's a smart reminder of one thing McDonald's might have over its fancier competitors.

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Apr 24, 2018
Nord DDB
Chief Creative Officer:
Andreas Dahlqvist
Art Director:
Joel Ekstrand
Creative Lead:
Joel Ekstrand
Petter Dixelius
Creative Lead:
Petter Dixelius
Account Director:
Johan Molitor
Account Manager:
Beata Mollberg Fagring
Account Manager:
Jeanette Ytterman
Account Manager:
Annie Leander
Social Media Manager:
Robin Löthberg
Mei-Li Wu
Isabel Ambring
Sebastian Reinbring
Patrik Oscarsson
Agency Producer:
Johan Svensson
Production Company:
Social Club
Jesper Ericstam
Director, Photography:
Henrik Stenberg
PR Agency:
Account Manager:
Sara Davidson
Sudda sudda
Gullan Bornemark
Music Supervisor:
Music Super Circus
Client Manager:
Emanuel Falsén
Client Manager:
Hildegard Rodriguez

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