McDo Celebrates Nat'l Breakfast Day With a Relevant, Woke Message from Atom Araullo
Over the years, fast food brands have been competing for who can come up with the most sentimental, #hugot ads. And while videos that tug at our heartstrings have become pretty standard fare, McDonald’s has decided to do something socially relevent—by bringing attention to the people who need our help the most.
Their National Breakfast Day ad tells the stories of the “baby-bakwit”—children who were born in evacuation camps during the Marawi siege. In the video, journalist Atom Araullo interviews mothers about how they endured the hardships of the siege, and their hopes and dreams for their children.
It’s impossible not to be moved as the video shows close-up shots of mothers smiling tenderly at their adorable babies, and children playing on the streets. Of course, as this is still an ad, there are shots of the kids being given McDonald’s Longgadesal.
The video ends with the words: “As their babies bring new hope, the people of Marawi are starting life anew. This National Breakfast Day, McDonald’s is one with them in celebrating new beginnings.”
Not only does the latest McDonald's campaign tug at our heartstrings and have us craving breakfast food, it also reminds us that while the Battle of Marawi may be over, there is much to be done in terms of rebuilding and rehabilitation.
And while we contemplate all this, we are now craving french fries. Well played, McDonald’s. Well played.