Sharing McDonald’s brings family together. That’s an asset McDonald’s has owned for decades, told through some of the world’s most heart-warming ad stories. Two TBWA agencies, one in the Netherlands and one if France, have taken up the insight – each in its own way.

In an increasingly fragmented daily life, where finding time to be together is harder than ever, McDonald’s reminds France that it’s not the special occasions that build bonds, but the small, shared moments. And sometimes, all it takes is a trip to McDonald’s to turn an ordinary day into a family moment that matters.

With its new campaign, TBWA\Paris and McDonald’s France reaffirm that McDonald’s is for sharing with family with a live-action film, Emojis, created with Quad and Illogic Studios. It follows a bear who will do anything to bring a smile back to a rabbit’s face. A stroll through the city, little acts of kindness… and one essential stop: McDonald’s. The twist ? These characters are revealed to be a father and daughter, represented by the emojis they use to communicate with each other on their phones.

The simple, heartfelt reveal captures the tenderness of family bonds – and the special place these shared moments hold.

Credits:

Client: McDonald’s France
Agency: TBWA\PARIS
Production: Quad Productions
Director: Mark Albiston
VFX: Illogic Studio
Post-Production: TBWA\ELSE

Even when generations are far apart, they can still have a lot in common – like McDonald’s. That simple insight packs a punch for McDonald’s and TBWA\NEBOKO’s creativity has built it into a memorable heart-warmer that adds to McDonald’s history of powerful family stories. The Netherlands campaign centres on the relationship between grandparents and grandchildren.

At McDonald’s, it’s as much about the moments you share as it is about the food. Building on its Family Mode platform, the campaign highlights how everyday moments between grandparents and grandchildren often turn out to be the most meaningful.

For 55 years, McDonald’s has been a place where different generations come together in the Netherlands. “Every family has its own traditions, and for many people, that includes a trip out with their grandparents,” stated Darre van Dijk, chief creative officer at TBWA\NEBOKO. “Those are the moments when you get a little more spoiled. In the film, we made a trip to McDonald’s part of that tradition.”

The TV commercial is supported with social and online video content, and introduces a card game designed to get generations talking to one another. Grandparents answer questions about Gen Z and Gen Alpha, while (grand)children explore the world of older generations.

The game is available in restaurants and can also be played digitally via the McDonald’s app, allowing families to play anywhere, at the table or on the go, and discover what they have in common despite their differences.

“Family is in McDonald’s DNA. It has been for generations. With this campaign, we deliberately wanted to put the bond between grandparents and grandchildren center stage,” commented Els Dijkhuizen, CMO at McDonald’s Netherlands. “There is something very special about that relationship: you may be generations apart, yet still share the same small rituals, humor and moments around McDonald’s.”

Credits
Client: McDonald’s Netherlands
Agency: TBWA\NEBOKO
Media: OMD Netherlands
Production: Dark Alley