TBWAShanghai launches new McDonald’s Beef ‘Daddy’ campaign

 The new Beef ‘Daddy’ campaign follows hot on the heels of the award-winning ‘Manly man’ campaign, building on the macho theme, but with a fresh, creative approach.

 

In the television campaign, a young boy is asked to describe his ultimate macho hero and chooses what he sees as the obvious choice – his dad. This new McDonald’s ad explores this perspective on the father-son relationship in a fun and engaging way.

 

Christine Xu, vice president and chief marketing officer at McDonald’s China commented: “This campaign really shows the value of how good insightful thinking can build an emotional connection with our consumers, as well as find a new and interesting angle to keep a campaign theme fresh.”

 

Brian Swords, managing director of TBWAShanghai commented: “It’s always hard to do the sequel to an award winning campaign, but we’re very proud of this work. It’s an authentic storyline, told with natural charm.”