For teenage children, vacations can be a time of emotional conflict. Part of you want to enjoy it all, but part of you want to grow up and leave the kid stuff (aka the joy) behind.
The process is not easy for teenagers, but it is especially difficult for parents. After more than a decade of simple joys and warm moments on vacation, you suddenly find yourself with a young adult who no longer wants to be treated like a child.
McDonald’s UK captured this challenging time perfectly in “Inner Child”, the brand’s vacation ad for the British and Irish audiences through Leo Burnett London agency. Using a simple visual metaphor, McDonald’s shows how family rituals can create baggage that is difficult, but not impossible, to get around.
“Our heartwarming story of Tom and his mother is designed to rekindle the magic of Christmas across the UK and Ireland this winter,” said Michelle Graham-Clare, vice president of Menu and Marketing. “That moment, as the two reconnect over the reindeer goodies rescued from their journey through the passage, represents the shared truth of children determined to grow up but swept away in the festive spirit. I am sure it is a feeling that will be familiar to so many families. “
The soundtrack is a cover of the 1984 title “Forever Young”, this time performed by Becky Hill. Every time the song is downloaded, 10p will be donated to FareShare, a charity that UK retailer John Lewis supports through their vacation campaign.
“Tom and his mother perfectly demonstrate the truth of the teenage-child conflict that we can all relate to and ultimately the magic of Christmas in bringing people closer together,” said Chaka Sobhani, CCO at Leo Burnett London . “If you can’t be forever young at Christmas, when can you be?”
The 2020 spot follows Leo Burnett’s similarly themed advertisement from last year’s Christmas season:
LOANS:
McDonald’s Brand Team
Vice President of Marketing: Michelle Graham-Clare
Marketing and Food Director: Steve Howells
Marketing Manager: Hannah Pain
Senior Brand Manager: Hollie Subhan
Brand manager: Anna Kerr
Campaign Assistant: Chansey White
Creative agency: Leo Burnett
CCO: Chaka Sobhani
Creative Directors: James Millers & Andrew Long
Creative team: Steph Ellis & Rory Hall
Planning manager: Tom Sussman,
Planning Director: Joe Beveridge
Planner: Thomas Schofield
Manager: Bethany Watts
Account team: Steph Bates, Laura Taylor, Alice Pavey and Annie Flood
Project leader: Emily Green
Head of TV Production: Graeme Light
Media Buying Agency: OMD
Production company: Passion Pictures
Director: Gegenallodds
Executive Producer: Debbie Crosscup
Production Manager: Mike Turoff
Producer: Matt Saxton
Production assistant: Ehre Martin, Nefeli Petika
CG coordinators: Emma Rider
Head of CG: Jason Nicholas
CG Supervisor: Stuart Hall
Animation Supervisor: Wesley Coman
Character design: Gegenallodds, Juan Useche
Background design: Alejandro Diaz, Jules Durand
Research & Development: Ronnie Mitchell
Boardomatic / Animatic: Gegenallodds
FORECAST: George Rigby, Wesley Coman
Editing: Againstallodds, Kingley Bailey, Christina Conradi, Tim King
Layout: David Burtle, Jason Nicolas
Modeling (character): Mattias Bjurstrom, Filippo Bovolini, Florent Rousseau
Modeling (environment): Florent Rousseau, Jack Enever, Maryka Laudet, Quentin Camus and Camille Jalabert
Texturing: James Nardelli, Maryka Laudet, Quentin Camus, Jose Hernandez, François Pons, Camille Jalabert, Fanny Teisson, interference pattern, Jack Enever
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