Industry News | March 18, 2002

McDonald's Debuts Commercial During Academy Awards

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As part of its "Smile'' campaign, McDonald's Corp. will debut a brand spot during the Academy Award broadcast. The company says the commercial comes with a timeless storyline and big screen-style cinematography.

The 30-second spot, titled "Kids' Table,'' shows a father joining the adults for dinner but longing to be with the children at the next table who are enjoying food and fun from McDonald's. As one of the kids slips him a fry, the voiceover says, "Here's to growing up...but never really wanting to leave the kids' table.''

"The Academy Awards broadcast provides us an opportunity to make an emotional connection with millions of viewers through our new brand creative and hopefully bring a smile to their faces,'' said Marlena Peleo-Lazar, vice president and chief creative officer of McDonald's USA.

During the Academy Awards broadcast (slated for Sunday, March 24, on ABC Television Network), McDonald's also will run a 30-second television commercial that debuted last month as part of the new brand campaign. That spot, "A Little Help,'' shows Ronald McDonald helping a frazzled father draw a smile from his crying daughter while they share lunch at McDonald's.

Both television commercials were written and produced by DDB Chicago.