McDonald’s is known for hiring teenagers. And celebrities before they were celebrities. Pharrell Williams was fired from his McDonald’s job three times. Jay Leno got his start there. Jeff Bezos worked there over summer when he was sixteen…

Young people tend not to stay long in early and holiday jobs. In the Baltic regions, high staff turnover has become a problem for the chain. So it is promoting itself as an inclusive employer with the campaign, We Hire People. The hero commercial explains this in a fun way that begins, “We don’t hire redheads. We don’t hire blondes, drummers, pilot, influencers…,” and ends with, “We hire people.” The campaign hopes to stand out against other employers that promote functional benefits and encourage those that self-limit opportunities because they fear they are, for example, too old or too different.

The campaign is running across TV and radio in March and April in Latvia, Lithuania and Estonia, with OOH in the capital cities of each country and in-store in all McDonald’s restaurants. The 30-second spot is supported by 15-second cutdowns in selected channels to reach niche audiences.

Credits:

Agency: TBWA\Latvija
Creative director: Kaspars Eglitis
Strategic director: Ance Rancane
Junior Creative: Edgars Stepens
Copywriter: Kristaps Egle
Art director: Inta Brunina
Project Director: Linda Erdmane Ozolina
Media agencies: PHD Latvia, OMD Lithuania, OMD Estonia

TVC & Radio Production: Film Angel Production 

Film Director: Janis Nords
Print Materials: MK Star 
PR Agencies: MM&A | Hill+Knowlton Strategies Latvia, META Estonia & Fabula Lithuania