McDonald’s celebrates tough parental love in Malaysia in campaign for Happy Meals

McDonald’s has launched a campaign in Malaysia that positions Happy Meals at the centre of familial togetherness.

The ‘Rasa Sayang’ (‘feel the love’) ad, created by TBWA\Kuala Lumpur, shows parents dishing out punishments for their children, such as writing lines and doing squats, before they are treated to a Happy Meal.

“Love doesn’t have to be soppy and cliché,” said VJ Anand, TBWA\Kuala Lumpur’s ECD. “We juxtaposed the happy ‘Rasa Sayang’ song with scenes of kids being punished, through writing 1000 lines, standing in the naughty corner, and executing ear squats; but ultimately the parents’ love for their children shine through.”

Chief Creative Officer: Sa’ad Hussein
Executive Creative Director: VJ Anand
Head of Digital: Aaron Gomez
Associate Creative Director: Lay Jian-Yi, Maharis Azman
Head of Copy: Lee Tak Shune
Copywriter: Andrew Perera, Kharial Nisha Sarfuddin, Nor Marlinah, Ferhan Faidzan, Lee Huey Ning
Art Director: Hafidz Selamat
Designer: Faridz Husaini, Michelle Yeoh
Production: Jeff Hong, Benson Clive, Shelly Ahmad, Jackie Chong, Loh Pey Shan, Bong
Senior Planner: Eldon D’Cruz
Group Account Director: Loh Mun Yee
Account Executive: Lee Xin Yi
Project Manager: Nur Iman Omar


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