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McDonald’s launches sombre ad for breakfast menu in respect of Typhoon Haiyan disaster

Leo Burnett Manila has launched a new campaign for McDonald’s in the Philippines to promote its breakfast menu.

The campaign takes a sombre tone in respect of the devastating impact of Typhoon Haiyan.

Raoul Panes, chief creative officer of Leo Burnett Manila, said: “Despite the worst disasters, you will still see Filipinos smiling — even if they’ve just lost everything. They see what is good, and find something to be thankful about. This is the positivity we want to highlight and share in this spot.”

The tone of ad is in marked contrast to a breakfast campaign for McDonald’s in Singapore, created by DDB last month, which ran with the tagline ‘Get up and go’.

Credits for Leo Burnett Manila’s campaign for McDonald’s:

Creatives: Raoul Panes, Dante Dizon, Meggy de Guzman, Steph Mangalindan

Accounts: Donny Dingcong, Maik Alturas, Xea Kho

Producer: Steve Vesagas, Lester Parulan

Prod. House: Pabrika

Director: Stephen Ngo

Post Prod: Optima

Music: Allan Feliciano

Audio House: Loudbox

Client: Golden Arches Development Corporation

Kennetth Yang, President and CEO

Margot Torres, Senior Vice President for Marketing

Oliver Rabaton, Marketing Manager

Christina Lao, Marketing Manager

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