MANILA - In an effort to get people to put down their smartphones and go offline, McDonald's and Coca-Cola have released a new ad that celebrates human, real-life interaction.
The #BetterTogether McDonalds + Coca-Cola ad by Leo Burnett promotes the fast-food chain's BFF Bundle, a set meal which includes Coca-Cola drinks.
The ad was shared on McDonald's Philippines' Facebook page on April 8, aptly preceded by a 'Hooray for Today' post that reads "Thankful for days spent offline."
The ad unfolds to the tune of a song done in McDonald's signature dreamy style of music and shows the real-life counterparts of online interactions: retweeting is passing a message on to your friend, tagging is labeling drawings of your family, refreshing is drinking a cold drink, and adding a friend is exactly that--except that it's not done with a click of a button, but with a warm smile.
"Being longtime partners for over 60 years, McDonald's and Coca Cola embarked on this #bettertogether campaign. With both brands being about happiness, friendship and shared moments, we wanted to remind all to celebrate real world connections which are more meaningful than digital ones," McDonald's senior vice president for marketing Margot Torres said.
"We are not asking anyone to give up their digital life, but instead, spend a little more time offline to experience genuine connections," she added.
Torres shared that aside from the TV campaign, McDonald's also has in-store components such as conversation starters and a finger tripper game that comes with every BFF Bundle bought.
They are also offering BFF Fries for sharing, as part of the BFF Bundle.
"We also have customer activation called analog hours where customers can enjoy BFF bundle and real world activities like analog playlist where they can request for the band to sing what they like, analog messenger, analog status update and they all get a time out case where customers can keep their phones during analog hour," Torres said.
Golden Arches Development Corporation
Margarita Torres - Senior Vice President for Marketing
Christina Lao - Marketing Manager
Ada Almendras - Senior Product Manager
Jasmin Vinculado - PH Marketing Director and Pacific Sparkling Lead
Yasmin Mallari - IMC Director
Teejae Sonza - Marketing Manager- Sparkling
Wilona Dominguez - Business Development Manager
McDonald's APMEA (Asia Pacific Middle East Africa)
Andrew Knott - Vice President – Media & Digital
The Coca-Cola Company
Samantha Hegvold - Marketing Director – McDonald's Division
Mark Blears - APMEA Regional Brand Director
AGENCY: Leo Burnett Manila
Raoul Panes - Chief Creative Officer
Meggy de Guzman - Creative Director
Dante Dizon - Creative Director
Stephanie Mangalindan - Senior Art Director
Ryan Giron - Senior Art Director
Alexis Dy - Copywriter
Toby Amigo - Associate Copywriter
Sara Sarmiento - Associate Art Director
Donny Dingcong - AVP - Account Management Director
Judy Buenviaje - Group Account Director
Maik Alturas - Account Director
Trixie Angeles - Account Executive
Xea Kho - Associate Account Executive
Production House - Pabrika
Director - Joel Limchoc
Producers - Steve Vesagas/Lester Parulan
Music - Top Suzara (Loudbox)
Arrangement - Top Suzara and Allan Feliciano (Loudbox)
Audio Engineer - Glenn Mariano (Hit Productions)