Leo Burnett campaign reveals the reason Taiwan’s badminton champ didn’t quit: McDonald’s

McDonald’s has taken credit for the decision of women’s world badminton champion Tai Tzu Ying to return to the sport as a child in a new brand campaign created by Leo Burnett Taiwan.

In a three minute-film created for the burger giant, Taiwanese superstar Tai Tzu is seen being put through her paces by her father before they head to McDonald’s. But, at the age of 12, she quits, wanting to inject more fun into her life.

Yet after seeing people playing Badminton in a park, the youngster tells her dad – during another visit to McDonald’s – that she wants to pick up the racket again.

Asked why, Tai Tzu replies: “Because after the practice time McDonald’s tastes so good.”

Leo Burnett Taiwan said McDonald’s was the reason she resumed playing, with the campaign demonstrating “emotional appeal and true confession”.

The agency added the video, titled McDonald’s – Do What You Love – has received more than one million views on social channels since launch.

At aged 16, Tai Tzu became the youngest top ranked player in Taiwanese badminton history, and soared to world number one in 2016, age 22.


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