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McDonald's Beef 'Daddy'



TBWA\Shanghai launches new campaign

McDonald's Beef 'Daddy'


TBWA\Shanghai today announced the launch of a new McDonald’s campaign in China to promote the Big Mac and other McDonald’s Beef products.
The new Beef ‘Daddy’ campaign follows hot on the heels of the award-winning ‘Manly man’ campaign, building on the macho theme, but with a fresh, creative approach.
In the television campaign, a young boy is asked to describe his ultimate macho hero and chooses what he sees as the obvious choice – his dad. This new McDonald’s ad explores this perspective on the father-son relationship in a fun and engaging way.
Christine Xu, Vice President and Chief Marketing Officer at McDonald’s China commented, “This campaign really shows the value of how good insightful thinking can build an emotional connection with our consumers, as well as find a new and interesting angle to keep a campaign theme fresh.”
Brian Swords, Managing Director of TBWA\Shanghai commented, “It’s always hard to do the sequel to an award winning campaign, but we’re very proud of this work. It’s an authentic storyline, told with natural charm.”
BigMac 30s TVC
German Sausage 15s:
Mashed Potato 15s
McFlurry 15s
Project Name: McDonald’s Beef ‘Daddy’ Campaign
Creative Agency: TBWA\Shanghai
Client: McDonald’s China
Managing Director: Brian Swords
Account Director: Angela Zhou
Head of Creative: Edmund Choe
Group Creative Director: Gordon Shu
Creative Director: Yaoyao Chuang
Associate Creative Director: Chris Shi
Senior Art Director: Ken Wongwk
Senior Art Director: Crystal Wong
Strategist: Jocelyn Tse
Head of TV: Raymond Lau
Director: Jiawei Huang
Director of Photography: Zhengyin Lin
Production Company: Look Films
Production Company Executive Producer: Jun Wang
Media Agency: OMD
OMD Media Team: Tracy Luk, Yinling Lin, Shelly Shen, Lily Gu, Bei Pei, Joe Wang, Joyce Zhang, Kevin Zhong, Ivy Weng, Maruken Zhang
McDonald’s Media Team: Gavin Quan, Colin Chen
Category/Exposure: TV
Territories: Mainland China


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