In the thick of things instead of just being there
DDB New Zealand finally gives a voice to those who always have to sit in the middle in the car in a new McDonald's commercial.
Anyone who grew up with two siblings will probably be familiar with this problem: One of the children has to sit in the back in the middle. And it's often always the same one. The one at the bottom of the car-seat hierarchy. No walk in the park. But at least the co-seaters are now appreciated for once. Embodied by the girl Milla, who bears her fate with almost stoic calm. Perhaps because she knows that being in the middle can also have its advantages at the decisive moment.
https://www.youtube.com/watch?v=V7o-V8f6wEM
As those responsible told Campaignbrief.com explain, the campaign is about using familiar situations from everyday life to nurture and promote the emotional bond with the fast food chain. This refers both to the center-seat issue and to the drive-thru with the big yellow "M" that seems to be a ritual in many New Zealand families. Even if one should not be able to fully comprehend the latter: In the end, what remains is a beautifully realized, charming campaign. (hae)
