McDonald’s Australia launches new heart-warming brand spot ‘Cravings’ via DDB Sydney
McDonald’s Australia has launched a new brand campaign via DDB Sydney, which celebrates the role Macca’s plays in the lives of Aussies.
The ad, titled Cravings, forms part of the ongoing “We’ll be here” brand campaign. Its launch coincides with Mother’s Day.
The spot depicts the story of a daughter who goes out of her way to make her special reveal even more special with Macca’s.
Says Jo Feeney, marketing director, McDonald’s Australia: “We’re so proud of the array of unique moments Macca’s is able to share with so many Australians, and are continuing to highlight this with the latest addition to our ‘We’ll Be Here’ brand campaign. This new spot taps into the emotion of a wonderful family moment, and continues our celebration of the unique relationships our customers have with us.”
Client: McDonald’s Australia
Marketing Director: Jo Feeney
National Marketing Manager: Amanda Nakad
Creative Agency: DDB Sydney
Chief Creative Officer – DDB Australia: Ben Welsh
Chief Creative Officer – DDB Sydney: Tara Ford
Creative Partner: David Joubert
Senior Art Director: Anna Paine
Senior Copywriter: Owen Bryson
Lead Senior Producer: Tania Jeram
Managing Director: Priya Patel
Managing Partner: Lisa Hauptmann
Business Director: Nicole Drabsch
Chief Strategy Officer: Carl Ratcliff
Planning Partner: Anna Bollinger
Production Company: FINCH
Director: Christopher Riggert
Executive Producer: Karen Bryson
Producer: Camilla Mazzaferro
DOP: Jeremy Rouse
Editor: Stewart Reeves, The Editors Sydney
Grade: Ben Eagleton
Online: Quade Biddle, Atticus Post
Sound Engineer: Abigail Sie, Song Zu
Music Licensor: Level Two Music, Melbourne
Casting Director: Stevie Ray
Casting Director: Nick Hamon
This is exceptional, well done Team.
Anna and Owen – cracking stuff. Even this miserable b*stard felt movement in his chest cavity.
Never thought a Macca’s ad would make me teary but you did it. Beautiful.
Beautifully cast and executed. Well done.
Take note TheIconic/Emotive. This is how it should be done.
Beautiful ad, well done DDB.
Amazing stuff guys.
Well done DDB and McDonald’s team, this brought a tear to my eye!
Haven’t and wouldn’t step foot in a Maccas in one million years. Still, a nice spot.
So why even comment
Its so nice her mother pressures her over many scenes to get pregnant. Not a degree. Not independence or strength. But to get knocked up.
Through the ad we see the daughter trying to avoid it. It isn’t a shared dream. They aren’t both looking at babies things.
And a 90″ telling women thats all they should dream. Directed by a man no less.
Old fashioned and no clue. Disappointing.
Omg there are some unbelievable people in this world
Don’t care for the ad, but my lord you would be a boring person to be around. It’s a McDonalds ad for crying out loud, this isn’t to promote a UNI degree, this is an ad about food. Get over yourself and stop acting like everything needs to be a political point or a motivational speech for women.
Nodded off that was so boring.
Sorry this is really average.
I seriously love this. Simple idea, beautifully crafted
It’s a great ad.
The mothers fake accent. Terrible.
That’s her real accent.
Awesome, clients, people, the ad game, etc etc need killer creative and lovingly crafted work like this and loads and loads of it – especially post COVID….
Feels like Westpac, but not in a good way.
Yet another melancholy, pared back cover version. It’s a modern disease. The Covid 19 of soundtracks.
Very similar to westpac baker
while the storytelling and craft of this deserves praise, the message surrounding pressuring women into having children is one i cannot get behind. in a time when we’re encouraging women to pursue education, a career, their own lives; a message like this is nothing but backwards.
You can tell a joke in 15, 30 or even 90 seconds. But to get someone to feel emotion for a massive corporate prick of a company, whether it’s a bank or fast food… yeah not feeling it, sorry.
Can we just stop being so self-worthy for a change? Westpac. $1.4b down in profit. This emotional bullshit doesn’t work.
Disappointed that a brand that sees itself as being progressive is putting out such an old fashioned message. Grateful to have parents which don’t pressure me to have a child. I thought we were better than this these days. Apparently not.
Did anybody read the lyrics to that song?
And a horrible version of it.
Is there one female singer who f@%&s up all these great songs for big big corporates like NRMA,Westpac,ANZ and now McDonalds.
Awks, I walked down the aisle to this song lol.
Didn’t really see where that was heading – Nice feel good spot. Big ups to all involved.
I have to admit, I spent nearly the entire spot intrigued to see what the pay-off would be, expecting something other than the predictable but….no luck. “Oh yey – the daughter is going to find some amaze way to show her Mum she’s more than just a baby-making machine! Oh no. She’s not. She is just a baby-making machine…”
Sorry guys. Nicely shot etc, but the story feels a little behind the times / one dimensional. So many other stories that could have been told here.
Too many cliches, the mother especially, cast an actor that actually has an accent.
This is beautiful and kind-hearted, and to be honest as a woman, I didn’t feel any ‘pressure.’ I just saw it as the story of a mum being a mum and being a bit too excited for a future baby. And outside of our little ad bubble, I bet a lot of mums and grandmothers can relate to this. Isn’t that who we’re doing all this for? Very cute, well-done guys!
All these negative comments, pull your heads out of your rears. It’s a lovely ad, pat on the back to all involved.
make you feel something. Like the DDB NZ execution. It perfectly encapsulates how stoked kiwis are to wrap their arteries around a Big Mac. This, on the other hand….
Womens greatest achievement isn’t having a child.
Pull your head in and stop supporting gender myths to children.
Dreadful. Who has time to sit through this story? Only to find out it’s a McDonald’s ad. Sucks.
Congratulations to everyone involved.
@Written by a man – where in the spot are they saying this though?
when the comments are so petty
Nice bit of film making, but I feel as if I’ve seen that ad a million times. we’re all meant to be creative yet we run to the nearest cliche and hold on for dear life every sodding time.
It is nicely done, but who the fuck needs nice. we need good.
Good is different. Creative is thinking differently.
I’m sure it’s not the creative’s fault, clients love a cliche more than anyone. Makes them feel safe if it’s been done before.
Come on Australian advertising, get better.
Couldn’t wait to get to the end. Boring, rather chew my finger nails.
You know everyone in the edit suite were circle gherkin here. LOL
A 90. Ridiculous.
Cute. Would be nice to see some LGBTQI representation in such a large corporations ads though.
Large advertisers and ABC current affairs programs are falling over each other to represent the normality of same sex relationships. There’s the major advertiser who asks in a TVC featuring a conspicuously homosexual male couple ‘what is a normal family, anyway?’ Two stories on the ABC featured (a) a lesbian couple getting married and (b) a lesbian couple with a new baby. The ABC promo featuring the diversity of Australians features gay blokes sharing loving looks. The LGBTetc community gets plenty of screen time, but obviously not enough for sme.
That would of been a better ad for the company that made the pickles.
Macca ice cream is not real ice cream.
this is nice. but the uk version above is proper charming
It’s nice to see a big company helping people to sleep during these tough times.
‘Is the young man you see peripherally her husband/partner?Or her brother or the next door neighbour,who knows.She could be in a same sex relationship.Or a single mum.Does that help with the LGBTQI bit ‘Yeah okay’
Yeah it’s kinda like for big news for bogans, right? So like, if ya got somethin real big to say, go to a Maccas drivethru and buy a cheeseburger instead-a like takin em out to a restaurant or somethin. Yeah good role for Maccas here right, that’s going to sell SHIT FUCKING ALL.
The mother is just so unlikeable.
Just want to say PISS OFF and leave your long suffering,bullied daughter to make her own decisions.
Very out of kilter with the times.
As much as i agree that “women can dream bigger than motherhood”. This is an ad to celebrate Mother’s Day, no? Isn’t motherhood the point? It’s not for international women’s day.
Good to see Mrs Mangle back on the small screen
It just made me, think why bother. Pickle in an ice cream because she once craved them. So what and why should I care?
Yes it brought me to tears but for the wrong reasons. Why do we need a drawn out, sappy commercial for fast food. What about the reality of driving through at 3 in the morning to bust the cravings and inhaling it down in the carpark? That’s real. We don’t need to FEEL something about Maccas.
Right? Wouldn’t it be amazing if a mum is up late breast feeding and dad does a 3am maccas run for her. I’d feel more for that. Thats real. Not patronising. Maybe bubs only sleeps in the car, so exhausted mum and dad are out driving in the car and suddenly its 1am on mothers day and dad stops in at maccas and awakes mum with pancakes in the car park. So many things could have worked here without degrading a women’s life down to her only crowning achievement in her mothers eyes is raising a child.
Mother pressures daughter for years to have a baby before she is ready. What an inspiring message to send out to Australia
This is the worst ad I have ever seen on TV.
The wailful, pitiful , moaning interpretation of a very beautiful song makes my wife and myself want to throw up. We change channels or leave the room whenever the ad comes on, it doesn’t want to make us go and get a Macca’s burger, definitely a thumbs down for such rubbish!
I pity the people who comment saying how wonderful it is, get a life people.
Thanks for helping us get full use of the mute button on the remote control. How can this ad play every second ad during an ad break???
Awful version of a song …. Please move on to your next Macca Ad quickly
Thanks for helping us get full use of the mute button on the remote. Why does such an awful version of a song have to be played every second ad during an ad break???
Please move on to the next Macca Ad soon.