February 5, 2023

Digital Marketing Education

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TBWA and McDonald’s® remind you that good moments don’t cost a lot by transporting audiences back to childhood. Adland®

In times when the cost of living is going through the roof, McDonald’s® wants to remind us that you don’t need a lot of money to have a lot of fun. That’s why they’re putting the low-priced McMoments back in the spotlight. And they do it with a TV commercial that literally transports us back to our years of innocence.

Diving into freshly laundered sheets after a day well spent, being welcomed by your dog’s excited barks or simply sliding down the stairs’ handrail. Just a few examples of little, sweet moments that are free, or cost next to nothing. A McDonald’s® McMoment perfectly fits this bill. Because enjoying a burger or a wrap at a discount price, represents such a moment of pleasure as well. Take for example the spicy Chili Chicken or Chili Cheese, now available for only €1,50 via the McDonald’s® app.

And let’s be honest, who never slid down the handrail as a kid, feeling like you could fly? No wonder TBWA thought it was the ideal recipe for the TV commercial of this value campaign. A commercial that launches you into a wonderful fantasy world in space. It reminds us how magic fun can be.

The campaign runs on radio, TV and on all online channels. Here are both language versions.


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