For kids heading into their teenage years, the holidays can be a time of emotional conflict. Part of you wants to enjoy it all, but part of you wants to grow up and leave the kid stuff (aka the joy) behind.
The process isn’t easy on teens, but it’s especially hard on parents. After more than a decade of simple delights and warm moments around the holidays, you suddenly find yourself with a young adult who doesn’t want to be treated like a child anymore.
McDonald’s U.K., via agency Leo Burnett London, captures this challenging time perfectly in “Inner Child,” the brand’s holiday ad for British and Irish audiences. Using a simple visual metaphor, McDonald’s shows how family rituals can develop some baggage that’s hard, but not impossible, to move past.
“Our heart-warming tale of Tom and his mum aims to reignite the magic of Christmas across the U.K. and Ireland this winter,” said Michelle Graham-Clare, vp of menu and marketing. “That moment as the pair reconnect over the reindeer treats, saved from their trip through the drive-thru, represents the common truth of children determined to grow up but swept up by the festive spirit. I am sure it is a feeling that will be familiar to so many families.”
The soundtrack is a cover of the 1984 track “Forever Young,” this time performed by Becky Hill. With each download of the song, 10 pence will be donated to FareShare, a food charity also being supported by U.K. retailer John Lewis through its holiday promotion.
“Tom and his mum perfectly demonstrate the truth of the teenage/child conflict that we can all relate to, and ultimately the magic of Christmas in bringing people closer together,” said Chaka Sobhani, CCO at Leo Burnett London. “After all, if you can’t be ‘forever young’ at Christmas, when can you be?”
The 2020 spot follows Leo Burnett’s similarly themed ad from last year’s holiday season:
CREDITS:
McDonald’s Brand Team
Vice President of Marketing: Michelle Graham-Clare
Marketing and Food Director: Steve Howells
Marketing Manager: Hannah Pain
Senior Brand Manager: Hollie Subhan
Brand Manager: Anna Kerr
Campaign Assistant: Chansey White
Creative agency: Leo Burnett
CCO: Chaka Sobhani
Creative Director: James Millers & Andrew Long
Creative Team: Steph Ellis & Rory Hall
Head of Planning: Tom Sussman,
Planning Director: Joe Beveridge
Planner: Thomas Schofield
Business Lead: Bethany Watts
Account Team: Steph Bates, Laura Taylor, Alice Pavey, Annie Flood
Project Director: Emily Green
Head of TV Production: Graeme Light
Media Buying Agency: OMD
Production company: Passion Pictures
Director: Againstallodds
Exec Producer: Debbie Crosscup
Head of Production: Mike Turoff
Producer: Matt Saxton
Production Assistant: Honor Martin, Nefeli Petika
CG Co-ordinators: Emma Rider
Head of CG: Jason Nicholas
CG Supervisor: Stuart Hall
Animation Supervisor: Wesley Coman
Character Design: Againstallodds, Juan Useche
Background Design: Alejandro Diaz, Jules Durand
Research & Development: Ronnie Mitchell
Boardomatic / Animatic: Againstallodds
PREVIZ: George Rigby, Wesley Coman
Editing: Againstallodds, Kingley Bailey, Christina Conradi, Tim King
Layout: David Burtle, Jason Nicolas
Modelling (character): Mattias Bjurstrom, Filippo Bovolini, Florent Rousseau
Modelling (environment): Florent Rousseau, Jack Enever, Maryka Laudet, Quentin Camus, Camille Jalabert
Texturing: James Nardelli, Maryka Laudet, Quentin Camus, Jose Hernandez, Francois Pons, Camille Jalabert, Fanny Teisson, Interference Pattern, Jack Enever
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https://www.adweek.com/agencies/mcdonalds-u-k-created-a-christmas-ad-thats-going-to-leave-parents-choked-up/