PHILIPPINES – MAY 26, 2011 – Widening the memory gap between its “BF/GF” TV commercial after pulling it out due to compaints by the CBCP (Catholic Bishops Conference of the Philippines), McDonald’s goes to the opposite end of the age spectrum and shows three old men comparing people around the fastfood outlet to their retro counterparts.
In the “(Groovy) Memory” spot by Leo Burnett Manila, two from the trio first examine a young man with a checkered shirt, then one with a hat, and finally three people drinking coffee, giving comments like, “Luma na ‘yan” (That’s old). Their third companion, comes in bringing three McFloats, where one old man remarks, “Himala! Nag-blowout si kulot.” (A miracle! Curly’s treating.) Only to show their balding friend. The TVC ends with, of all things, the iPad. “Uy! Ang daming bagong apps ngayon ah (Hey, there are lots of new apps),” exclaims one of the men, to which the other replies, “Konti na lang memory ko. Sino ka nga? (I have little memory left. Who’re you again?)” It might be the oldest joke in the book but as senior citizens will agree, it never gets old, especially with technology in the picture.
The campaign is reminiscent of the award-winning “Karen” ad from many years back. McDonald’s advertisements have touched the core of the Filipino psyche, making them laugh or cry. Talking to the older set seems a good move, as elsewhere in the world, their ads targeting children have received flak. Long-time spokes-clown Ronald McDonald is in a mid-life crisis of his own, with calls for him to retire from promoting what is generally deemed unhealthy food to children. Bear in mind that the house charities are named after the character and he has also done his share of good deeds. But for now, we’ll roll with these groovy, funny old men and their McFloats.
