McDonald’s Hong Kong uses Elton John classic to celebrate ‘Little Big Moments’

McDonald’s Hong Kong has unveiled a major new branding campaign that plays on the emotional connections people feel while eating fast food.

Using a cover version of Elton John’s iconic ‘You Song’ as a soundtrack, the one-minute television commercial showcases all the ‘little big moments’ that take place between people over dinners like a Big Mac.

Scenarios portrayed include a friends’ rooftop dinner, an expectant mother with her partner and a young man visiting his ailing relative.

Created by DDB Group Hong Kong, the #LittleBigMoments video has been viewed more than a million times on YouTube, and another million elsewhere on social media, since its release last week.

“As a brand, we understand that life is not just one big thing, but the accumulation of a million little things, a million little moments. And in the end, it is these little moments that make life big,” said Randy Lai, chief executive officer of McDonald’s Hong Kong.

The use of pop classics is not an unfamiliar tactic used by DDB’s for McDonald’s in Hong Kong. In 2014, American fast food brand used the Billy Joel song ‘Just the way you are’ to promote its cheaper prices. 

In addition to the 60-second TVC, DDB also created three 15 second stories – each focusing a specific McDonald’s product with ‘You Song’ playing in the background.

Credits: 

VP regional director, DDB Asia: Peter Rodenbeck

Managing partner: Irene Tsui

Head of strategy and innovation: Andreas Krasser

Executive creative director, global business: Jamal Hamidi

Creative team: Ben Ling, Iker Lin, Suki Chung, Chili Wong & Kelly Li

Account management: Maggie Cheung, Jim Leung, Jessica Chiu, Maggie Ng, Nickson Ng and Christy Chau

Tribal: Leo Tsui, Felix Fong, Ivy Kong, Nicole Lee, Amy Kong & Ally Au

Head of Broadcast: Annie Tong & Denise Wong

TV director: Maisy Choi – Such Films

Music production: Click Music Ltd

Media agency: OMD