McDonald’s Amizade Vence

  • EMOTION INTO ACTION SCORE 83.89
  • YEAR 2016
  • Parent company McDonald's Corporation
  • AGENCY DDB Chicago
  • CATEGORYRetail/Restaurant
  • SUB-CATEGORY Restaurant
  • REGION Latin America
  • COUNTRY Brazil
  • MEDIUM Digital

Our Opinion

“Tudo bem?” – it’s a Brazilian greeting meaning “all well?” and it’s also the thread tying together our No. 1 Olympic ad, a montage of the world’s children learning to say the phrase as they get excited for the upcoming Games (and for the chance of winning a role in the Opening Ceremony, courtesy of McDonald’s). McDonald’s knows how to make feel good ads – its “Paid With Love” topped the 2015 Super Bowl FeelMore50 rankings– and the themes of excitement and youthful optimism here are an emotional winner for Brazilian viewers getting ready to welcome the world. Can McDonald’s boost Fluency by turning an everyday greeting into a distinctive asset? We’ll find out. But it’s topped the charts on Feeling. For the brand, tudo is indeed bem.