McDonald’s is known for its heart-hugging family commercials. Who could forget the dad doing round after round of a late night drive-thru and the McDonald’s staff who understand he needs coffee because he is trying to keep his baby asleep in the back of the car?

This time, the warm hug by TBWA\Belgium and McDonald’s Belgium comes less from the campaign commercials (Reels has ruined the surprise of new parent ordeal videos), than from the offer behind them. The brand is celebrating the challenge of being a new parent with Pay With a Birth Card. Turn up with proof that you’ve just had a baby and dinner is on McDonald’s.

Jef Boes directed the commercials that are infused with humour and heart and present life as it is.

The campaign launched between Mother’s Day and Father’s Day in Belgium and tells the world that McDonald’s is the family restaurant because it cares.

Credits:
Client: McDonald’s
Client Team: Kenny Schelstraete & Justine Van Theemsche

Creative Agency: TBWA\Belgium
Executive Creative Director: Jeroen Bostoen
Creative Director: Jeremie Goldwasser
Copywriters: Olaf Meuleman & Geert Verdonck
Account Team: Lore Boghmans, Bénédicte Ernst
Art Director: Greg Van Buggenhout

Production Company: Make
Director: Jef Boes @ Ila Studio
Photographers: Louis-Philippe Beauduin & Aurelie Van Herk