McDonald’s uses Singapore National Service anniversary to launch nasi lemak burger

Fast food chain McDonald’s has paid its own tribute to the Singapore National Service’s upcoming 50th anniversary with the launch of a bespoke nasi lemak burger.

In an ad created by DDB to promote the limited-edition burger, a national serviceman is shown taking his first army leave and returning home to his family. However, much to his family’s anxiety, his return was somewhat delayed.

When his lateness is questioned by his mother, the serviceman reveals he went to McDonalds to bring his family the new burger using his first army wage.

As a soft piano score plays in the background, a voiceover says: “The things you love are best enjoyed with the ones you love… Just for you Singapore.”

The ad concludes with the National Service’s 50-year anniversary logo juxtaposed against that of McDonald’s.

The American giant launched the nasi lemak burger – plus a chendol McFlurry – to coincide with the Singapore Food Festival 2017 this month.


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