In 2001, Hemisphere-Leo Burnett redefined McDonald’s Philippines advertising with “Karen/Lolo,” a quiet, emotionally resonant film that broke away from the brand’s familiar upbeat formula.
Centered on the tender relationship between a grandfather with fading memory and his granddaughter, the commercial proved that restraint could be just as powerful as spectacle, becoming one of the most celebrated Philippine ads of its time.
Its legacy was cemented with a 2002 Pilak Award from the 4As Philippines as one of the country’s Top 25 Classic Ads of the past 50 years, while internationally, it made history as the first Philippine commercial to win a Gold Lotus at ADFEST.
CREDITS
Client: McDonald’s Philippines
Agency: Hemisphere-Leo Burnett
Creative Directors: Richard Irvine, Edsel Tolentino
Copywriter: Sheila Dela Cuesta
Art Directors: Mike Dela Cuesta, Joel Eudela
Producer: Irene Chingcuangco
Talent Casters: Abbey Young, Jonathan Herr
Production House: Production Village
Director: Thierry Notz
Cinematographer: Larry Manda
