McDonalds Chinese New Year in Childrens’s Eyes
McDonald’s in Hong Kong is encouraging people to rediscover the magic of Chinese New Year (CNY) with a new commercial bringing in the Year of the Rooster. The 60 second ad sets out to remind viewers what CNY felt like when they were children. Too often the rituals around the festival lose its fascination as people grow older, and repetition, routine and chores wear down the magic they once experienced as children. The spot opens on a CNY parade – a spectacular show of colour and sound – and leads up to a show-stopping moment when a little girl shares her McDonald’s fries with the dancing lion, proving the power of small gestures to make a big difference. The TVC launched in mid-January as part of the McDonald’s Prosperity advertising campaign, and is supported in print. McDonald’s in Singapore has launched a similar CNY commercial, addressing the question, “Do dragons fly?” by focusing on the flying of kites.
“Despite CNY being one of the most important festivals for family traditions, for many people it’s the little things that make it most memorable. That’s why our spot too had to be little – a little human story. We basically followed DDB Worldwide Chairman Emeritus Keith Reinhard’s legendary, yet timeless, creative formula: a simple story, with a surprise, and a smile at the end,” said Andreas Krasser, Head of Strategy and Innovation at DDB Group Hong Kong.
“As a brand, we have a strong belief in the heartland values of our local community, and our role in creating happy moments – one smile at a time,” said Randy Lai, Managing Director at McDonald’s Hong Kong. “DDB did a fantastic job of putting together a beautiful TV spot that’s reminiscent of the sheer joy we experienced as children during CNY.”
Chinese New Year McDonalds Credits
The Prosperity Brand campaign was developed at DDB Group Hong Kong and DDB Sydney by DDB Asia VP regional director Peter Rodenbeck, head of strategy and innovation Andreas Krasser, creative director Paul Yu, associate creative director Ben Ling, group creative director O Poon, DDB Sydney creative partner Steve Jackson, copywriters Owen Bryson and Shane Geffen, art director Trong Ronakiat, agency producer Denise Wong, head of broadcast Annie Tong, business director Noel Yuen, senior account manager Jim Leung.