Some time ago

McDonald's and Golden Rewards co-launched one on Weibo

"Good Creative Value Millions" brand creative proposition contest

The first prize is 1 million

At present, there are 5 advertising companies in the top 5 works

McCann

Huayang United

Two more

Amber spread

Hua Wei

In these five short films

Personally, I prefer the following 3 (ranked in no order)

Quite frankly

It's worth a few minutes of reading it

1.

You are not a qualified man

This simple action can be judged

The action that all the world's great men do

The little girl with her toes wearing makeup in the mirror

A little boy in a wheelchair with a basketball in his arms watching someone else play

The little boy who rushed to the classroom but fell into the rain

……

When the big people are facing these children

all selected the same action

Squat down

There are two scenes in TVC that almost make me cry

One is that the big people who play ball see the boy in the wheelchair look lonely

Squatting down and the boy in the wheelchair clapping

There was an instant big smile on the boy's face

The other little boy was late for school

In a hurry to the classroom

Accidentally fell into the rain

The teacher stood outside the classroom

He thought the teacher would blame him for being late

grievanced to stand in place

I didn't expect the teacher to just squat down

Pull out his handkerchief and wipe the sweat off his face

The boy smiled

Turn around and leave and look back

deeply bowed

The advertisement didn't make a big point

It's about picking up a little action we take on a child in life

to convey McDonald's "love at the same height" brand spirit

That's right.

TVC's BGM is Love, at the Same Height.

2.

A mysterious man broke into McDonald's at night

In the face of McDonald's little sister, but the words are endless

What's he trying to do?

I can't hold back

The beginning of a suspense drama

News of the disappearance of a human being is being broadcast on TV

A mysterious man stood at the window

After nightfall

He put on his hat and mask

Go straight to McDonald's

When McDonald's little sister asked him what he needed

His nervous words were endless

Just when you thought he was trying to tell the public but was too shy

Next to a thick little brother really can't watch anymore

Pulling the man to the McDonald's buffet ordering machine ordered a children's package

Originally.

The mystery man's target was not McDonald's little sister

It's the "difficult" children's package

What's so shy about it?

The children's package is for us adults

┗( T﹏T )┛

3.

If you think life is easy

There must be someone behind you carrying the weight

Tracker

He followed her secretly for more than ten years

Help her catch the football flying behind her

Scare off the ferocious stray dog

Block the speeding car

Countless dangers

it was all quietly dissolved by him

There is no voice in her world

But there's such a patron saint.

The short film may have been inspired by Longying's "Sightings."

She said the fate of parents and children

Is to keep watching their backs fade away

Although the picture of McDonald's in the back feels a little disco against it

But the narrative structure is still quite impressive

Due to video upload restrictions

The other two short films can be viewed on Weibo by searching for "Creative Win Millions"

Let's talk in the comments

Which ad do you like?

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Creative advertisers

An advertiser's self-media

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How do I find good ads?

How do you come up with a great idea for making a case?

Pick up your phone and sweep it

The answer you want

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