Campaign SpotlightPress Release

McDonald’s introduces McCrispy Strips in a cultural storytelling campaign by IW Group

LOS ANGELES, USA – An ode to mom’s eternal wisdom is what McDonald’s is serving up in its latest campaign “Proper Way”, which part of the launch of the addition of the the all new McCrispy Strips to the menu.

Crafted by creative agency IW Group and helmed by filmmaker Patrick Tom (Liberum13) of Tiger House Films, the spot is a playful yet poignant celebration of the Asian American family dining experience. Mom lays down the law ancestral traditions are name dropped mid meal, and grandpa (played by Tzi Ma (Rush Hour, The Farewell, Disney’s Mulan)) takes a nap.

“Proper Way” captures the charming chaos of a multigenerational meal. At the heart of the table is the new McCrispy Strips, paired with a new Creamy Chili Dip. But as mom (Joan Wong) proclaims with cheeky authority, “that’s just one way” to enjoy the golden, pepper-seasoned chicken strips.

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For McDonald’s, the McCrispy Strips mark a milestone: the fast food giant’s first permanent menu addition in years. The strips are available in three or four-piece servings and pair just as well with the Creamy Chili Dip as they do with McDonald’s signature sauces.

The campaign launches in spot markets around the US.

CREDITS

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Client: McDonald’s
Agency: IW Group
SVP, Chief Content Officer: Telly Wong
VP, Group Account Director: Suzie Bao
Copywriter: Telly Wong / Sophia Zolan
Art director: Jana Viray
Producer: Sharon Gao
Director of Production / EP: Hugh Bacher
Head of Production: Sid Kim
Chief Momentum Officer: Nita Song
Chief Connectivity Officer: Bill Imada

Production Company: Tiger House Films
Director: Patrick Tom (Liberum13)
DOP / Cinematographer: Martin Moody
EP / Producer: Jason Kent Carpenter
LP / Producer: Justin Bell
Assoc. Producer: Jessica Schrader
Production Coordinator: Yesha Hayes
Script Supervisor: Tai Weinman
2nd AD: Sasha Wulf
PA / Truck Driver: Ryan Denman
PA: Terrance Duncan Jr.
Storyboard Artist: Sabrina Deigert
B Cam Op: Chuck Schwarzbeck
ACam 1st AC: Jeremy Wellhausen
BCam 1st AC: Robert Royds
2nd AC: Maud Laurent
BTS Video / Stills Photographer: Irina Logra
DIT / Zoom: Lilo Feldman
Add AC / Playback: Rebeca Sandval
Gaffer: Derek Rittenhouse
BBE: Matt Biggs
Electrician: Gabor Kovacs
Key Grip: Chris Bond
BBG: Anne Williams
Grip / Driver: Aaron Bennett
Sound Mixer: Bobby Vonghom
Boom Op: Marvin Torres
HMU / Wardrobe: Luca Buzas
HMU: Jenny Karl
Production Designer: Joe Myers
Set Dresser: Sean Genrich
Food Stylist: Darren DeJesus
Asst.Food Stylist: John Anthony Galang
Assist Food Stylist: Val Navarro
Assist Food Stylist: Matteo Rosato
Lead Editor: Jason Ken Carpenter
Colorist: Elias Nousiopoulos

VFX: Patrick Lomantini II

Talent: Tzi Ma, Joan Wong, Annie Lee, Iris Liu,
Nathan Xia

Partner with adobo Magazine

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