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McDonald’s Warms Hearts in the Philippines

New 45-second 'Kuya' receives rave reviews

McDonald’s Warms Hearts in the Philippines

McDonald’s latest TV spot for its Breakfast McSavers Meals in the Philippines had garnered rave reviews from viewers since its launch in the market two weeks ago. 


The 45-second TV spot titled “Kuya” (Big Brother) -developed by Leo Burnett Philippines- is a campaign for McDonald’s Breakfast McSavers. In true McDonald’s brand essence of “simple, easy enjoyment”, the spot is based on a simple tale of two brothers, the elder one with Down syndrome, having hotcake breakfast while chatting about the younger one’s crush and the proper way to smile at her. The conversation is light and the nuance of elder brother giving advice to the younger one makes the spot endearing for viewers. 

To view the work, click here


Since its launch two weeks ago, the “Kuya (Big brother)” commercial has gained extra mileage in forums, blogs, memes and social media. The feedback has been positive on the charming and natural depiction of sibling bonding by the two characters. Some of the lines in the spot have even transcended to local pop culture, becoming oft-repeated greetings in social media.


“We wanted to capture the human truth that meals get better when shared with people you care for. We deliberately exercised restraint, staying away from the heavily-handed or melodramatic.”  Chief Creative Officer of Leo Burnett Philippines Raoul Panes said. “The campaign was a genuine collaboration among our clients, our production partners and us.” he added.


The positive feedback for the “Kuya” spot is overwhelming. Messages of appreciation from all sectors of society continue to pour in. “We are very glad that even for just 45 seconds, we were able to warm the hearts of many people,” said Raymond Arrastia, Managing Director, Leo Burnett Philippines. “Leo Burnett himself once said that the work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its ‘product’ cannot be turned out on an assembly line,” he added.


The agency attributes much of the success of McDonald’s advertising to its clients. “They have the courage to try new things. They understand that brand communications need to connect with the audience. They champion creativity.” Panes said. 


Creative Credits 
Client / Golden Arches Development Corp.
Brand / McDonald’s 
Agency / Leo Burnett Philippines 
Creatives / Raoul Panes, Alvin Tecson, Mela Advincula, Carlo Cruz, Alexa Remalante
Accounts / Donny Dingcong, Maik Alturas, Xea Kho
Producers / Steve Vesagas, Lester Parulan
Director / Henry Frejas
Production House / Filmex
Audio House / HIT 
Post Production / Optima Digital
Food  Stylist / Lydia Go
Caster / Edge Pasion