McDonalds Inner Child Comes Out

McDonalds Australia released the inner child this month, appealing to adults’ nostalgia for McDonalds. The 60 second ad begins with an office worker reaching for a top shelf to put away a file. All of a sudden she freezes. A hatch in her front opens and out comes a child. The little girl makes a rendezvous with a little boy emerging from the body of another frozen office worker. In the basement car park a shopping couple freeze as they open up their car. Their inner children get in and drive off. We see the inner children of a jogger, bus driver, swimmer, courier, storage worker, window washer, executive and tourist.

Inner Child dines at McDonalds in TV Ad

The crowds of children arrive at McDonalds/McCafe to enjoy their healthy meals and gourmet coffee, finding their places at long benches, booths, enjoying the warm lighting, comfy chairs and the number of food choices. A voiceover urges the viewer to “Come see what’s changed and feed your inner child?. The ad finishes with the two office workers unfreezing to find themselves in the possession of a burger and a yoghurt dessert.


The Inner Child campaign was developed atLeo Burnett Sydney, by creative director Mark Collis, copywriter Stephen Coll, art director Matt Ryan and agency producer Brenden Johnson.

Filming was shot by director Joel Pront, via Collider. Post production was done at Fin Design & Effects and Guillotine.

Collider tell us that the door effect was achieved by body casting real adults then building complete prosthetic models of their torsos with doors scuplted into them. The model torsos were then composited back into high speed footage of the frozen adults.

Joel is represented by Believe Media.

The music was produced specifically for the advertisement, composed by Elliot Wheeler, a staff composer with Nylon Studios. The song was sung by Melanie Horsnell – an Australian singer song writer.


Melanie Horsnell CD CoverOh Me, Oh My
My Me, My My
A funny thing like that
So wondering I try

I see, I spy
My me, My eye
Spy my little eye
I spy my me oh my
My my, my me
My my