MANILA – McDonald's and Leo Burnett Manila have just accomplished what no major movie or television studio has been able to do: reunite Sharon Cuneta with Gabby Concepcion. The couple that began as a loveteam in 1980's Dear Heart and eventually paired up in several other motion pictures before eventually marrying and having daughter KC, have not been seen on the big screen together since 1992's Tayong Dalawa. It was therefore a shock when the latest campaign from McDonald's saw them sharing a combination of Chicken McDo and World Famous Fries while dining in public.
The ad begins with the Megastar eating a Chicken McDo in relative anonymity at a McDonald's restaurant when she is suddenly approached by a smiling Gabby. “Do you mind if I join you?” asks the one-time matinee idol. “Ikaw naman, parang wala tayong pinagsamahan,” Sharon responds as she offers the seat in front of her.
When the OPM classic “Kumusta Ka?” by Nonoy Zuniga starts playing, the lyrics resonate for the couple that have seen so many highs and lows in their relationship. There is an initial awkwardness between them after not being together for so long, but when they each raise a French Fry, they finally share a laugh.
As Gabby leans in to wipe something off Sharon's cheek, she flashes a knowing grin and tosses a napkin at him. She doesn't believe that there was really anything on her cheek and he was just putting a move on her. It ends with them playfully arguing about that move, leaving the audience marvelling at how the Sharon-Gabby magic remains strong nearly four decades after it was first manifested.
Directed by Joel Limchoc and produced by Steve Vesagas, the spot arrives just in time for Valentine's Day as nostalgia and good vibes are the order of the day once more. “When we were ideating the campaign for our Chicken McDo with Fries Meal, we knew that the pairing, being one of our strongest and most recognizable products, deserved a concept that would magnify its popularity,” shares Christina Lao, Marketing Director, McDonald's Philippines.
“The TVC highlights our Best Tasting Chicken McDo paired with our World Famous Fries and features Sharon Cuneta and Gabby Concepcion, two of Philippine showbiz’s biggest and most recognizable stars, in their first comeback project in decades,” Lao adds.
When conceptualizing the ad with agency Leo Burnett Manila, Lao bared how agency and brand ended up thinking of the iconic team: “The Chicken McDo and Fries pairing needed to have a campaign that would amplify its popularity, and once the idea of 'famous tambalan' kicked off, it just clicked for everyone that Sharon Cuneta and Gabby Concepcion were the perfect duo to be the faces of this campaign.”
In addition, Lao notes that, “The two not only embody the brand but we knew their tandem would also bring excitement and something new to the table. We were confident in their ability to transcend generations and appeal to both the ShaGab fans of the 80s and the younger generation who looks up to these icons and enjoy our Best Tasting Chicken McDo and World Famous Fries.”
“The Chicken McDo with Fries Meal is one of our best-sellers and has truly become a favorite of our customers over the years. In the same way, ShaGab is one of the most-loved tambalans of the 80s,” says Lao. “We knew that having Sharon and Gabby in the same campaign would resonate with audiences and amplify the status of our Chicken McDo and Fries Meal too.”
For Leo Burnett Manila:
Accounts - Judy Buenviaje, Earl Dorado, Ivana Bito
Creatives - Raoul Panes, Nino Gupana, Steph Mangalindan, Stephanie de Castro, Michael Endaya, Alvin Tecson
Production - Pabrika (Production House), Joel Limchoc (Director), Steve Vesagas and Cha Agacaoili, Jay Halili and Gerard Pacis (Editors)