McDonalds launched “Lucky Penny”, a television commercial for Ronald McDonald House Charities, during the Oscars ceremony broadcast this week. A young boy demonstrates the simple joy of generosity at a local McDonalds restaurant after a day of what seems to be continuous bad luck.
McDonald’s “Lucky Penny” tells the story of a boy who finds what he believes to be a “lucky” penny on his way to school. However, from the moment he picks it up and throughout his day, his good luck seems to be running out. Just when he is about to give up on the power of the penny, he realizes it really was lucky all along. In the end, he decides to pass on the luck to someone less fortunate and gives away his penny to the Ronald McDonald House Charities.
The Lucky Penny ad was developed at Leo Burnett Chicago by global chief creative officer Mark Tutssel and Susan Credle, executive creative director John Montgomery, creative directors John Hansa and Tony Katalinic, copywriter John Hansa, art director Tony Katalinic, agency producers Denis Giroux and Bridget Rose, global account director Bob Raidt, account director Jenny Cacioppo and planner Sarah Patterson.
Editor was Glorily Velez at Whitehouse Post, Chicago.