2016 Winners & Shortlists

The Campaign

McDonald’s Arabia just launched their new brand platform Life Tastes Better Together with a TV commercial, showing the importance of staying connected with the people we love. And no construct of people is more universal recognizable than the one of a family. In this film, titled ‘The Flipside’, we showed the ups and downs of a regular family. We acknowledge that there are bad times with conflicts and people getting on each other’s nerves. But on the other hand there are the good times with love and fun, which outweighs the bad things a thousand times over. By mirroring the voice over script word for word, we wanted to leave the viewer with the feeling that even though they can sometimes be a bit annoying, there is nothing better than the family around you. They are the ones that truly make Life Taste Better Together.

Creative Execution

Brand: McDonald’s Project: Brand Film, Thematic Title: The Flipside Duration: 60 Seconds Date: 23rd of August 2015 Structure: This film is set within the context of ‘a’ family, comprised of five individuals, a father, a mother, a thirteen year old son, a seven year old daughter, and four year old son. We see various moments transpire between them, providing a lens into what really makes a family a family. We move from one situation to the next through seamless transitions. 1) The film opens on a teenage boy no older than thirteen, standing in the kitchen, about to take a selfie with his smartphone. As he strikes a pose, trying to look cool and manly, we see his mother, a woman in her late 30’s walk past in the background. Curious about what’s going on, the mom pokes her head next to her son, photo-bombing his photograph. Angrily, the boy shouts out in frustration “Mom”. VO: This is family. You’re never alone. (Cut) 2) The teenage boy hurries to the bathroom to relieve himself but discovers that it’s occupied. He tries to open the door to the adjacent bathroom, but that one is occupied too. In desperation he looks around with his legs crossed panicking about what he can do. (Cut) Someone’s always there. 3) We see a youngest son sleeping peacefully in bed. As the camera zooms out a bit we realize that he’s lying in his parent’s bed, between his mum and dad. His right hand is pressed against her nose and his left foot is pressed against his face nearly pushing him to the edge of the bed. (Cut) Always intruding. 4) The entire family is sitting around the dining table at home eating McDonald’s. The seven-year old daughter has some mayo and ketchup on her hand and without even thinking she just reflexively wipes it on her skirt, leaving a huge stain in the bargain. The mother glares at her from the far end of the table. (Cut) They will leave their mark. 5) The four year-old son is playing in the bathtub. He has all his bath toys with him as he splashes around in the water. Then he suddenly pulls out a smartphone from under the water. At that point the father walks into the bathroom and notices that his phone is not with him and with his son. He looks at his phone and shakes his head in disbelief. (Cut) They will take what’s yours. 6) The father looking visibly upset is standing the daughter and the youngest son. There is a broken vase lying shattered on the living room floor. He is giving both of them a dressing down for having broken an expensive vase while running around the house (Cut) And yes, fights will happen. 7) In the evening, the youngest son is in the lounge watching TV in his pajamas. The father is telling the boy that it’s time for bed and pointing towards the bedroom, but the son is refusing, shaking his head and making himself as small as possible, curling into the corner of the sofa. The father picks the boy up and hauls him off to bed, with the boy struggling and throwing a temper tantrum. Tears will be shed. TRANSITION But that’s alright, because… 8) The daughter enters the livingroom wearing a beautiful dress. The mother looks at her and instinctively clasps her hands over her mouth as a tear of joy trickles down the side of her cheek. (Cut) tears will be shed 9) Set in the garden of their house, we see the 4-year-old boy attack the father and the elder brother with a play sword. After dodging a few swipes, the brother gives in and pretends to get wounded. The mother looks on from the distance and smiles at what’s happening. (Cut) And yes, fights will happen. 10) The entire family is gathered around a table eating McDonald’s. Cheekily, the father distracts the mother and then steals a handful of fries from her pack while she’s not looking. The eldest son spots what’s happening but the father puts his finger to his mouth, urging the son to be quiet. (Cut) They will take what’s yours. They will leave their marks. 11) The father has fallen asleep in his armchair in front of the TV and snores loudly with his mouth open. The daughter and youngest son sneak up on him and start drawing a mustache with a black marker. (Cut) They will leave their marks. 12) The daughter is snuggled under a blanket on the living room couch watching television. The mother walks in and slides under the blanket, squeezing herself in. The daughter leans her head against her mother’s shoulder. (Cut) Always intruding. 13) The son rides his bicycle down the street outside the house. Suddenly he begins to lose his balance and is about to fall off when the dad runs and helps him maintain his balance. (Cut) Because someone is always there. 14) We see the mother dressed in a long-sleeved pajama suit, walking across the bedroom in the morning to open the curtains. As she does so, her husband wearily wakes up, and all three children storm into their parent’s bedroom and jump onto the bed. After some wrestling, they end up in a big hug with their father, who is now grinning and wide awake. You’re never alone… This is family. A super appears followed by the brand logo on a red background. Super: Life tastes better together. McDonald’s. i’m lovin’ it