Turkey of the week: McDonald's "Dad" by Leo Burnett London

Brittaney Kiefer is not lovin' the new McDonald's ad.

It takes more than weepy piano music and a child’s trembling lower lip to tell a good story. This spot about a boy seeking his absent father goes for the heartstrings but, instead, comes across as heavy-handed and emotionally manipulative. The brand should go back to trying to make people laugh.

Brand: McDonald’s
Title: Dad
Agency: Leo Burnett London
Client: Emily Somers, vice-president, marketing

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published