Mc Donald’s new campaign in China: super dad!

Mc Donald’s new campaign in China: super dad!




In this article I will discuss the new campaign by McDonald China. I would say that TBWA Shanghai signed a not very creative campaign but an effective one. I believe this campaign perfectly fit the new values ​​rising in China: desire of succees, the child king, the struggle for life .



This campaign follows the awarded campaign “Manly Man Beef”


McDonald in partnership with TBWA \ Shanghai launches its new campaign in China to promote the Big Mac and other products.

The campaign “Dad” follows the award-winning campaign “Manly Man Beef” (beef for real men), based on the theme of masculinity and the ideal of the macho man.

The campaign “Manly Man Beef” 2012 “celebrated” whith irony machism  through all kinds of men: the shy guy, friends,perverts and so on. Let’s have a look to this former campaign:



The archetype of the successful Chinese father:


In this new campaign  a young boy is asked to describe what should be the ultimate hero for him. The kid decides what he sees as the obvious choice: his father.  So cute 😉 This new campaign by McDonald thus explores the father-son relationship in China in a funny and engaging TV Spot.

Brian Swords, CEO of TBWA \ Shanghai said: “It is always difficult to make a proposal after an awarded campaign. But we are very proud of this work. This is a true story, told with a natural charm. ”

Just have a look to the various TV spots (English subtitles).


Big Mac (30s):


German sausages (15s): food China


Mashed potatoes (15s):



McFlurry (15s):


A very corporate campaign able to capture the zeitgeist:


Advertising by McDonald have always been very good at seizing changes in the way of life of people.

macdoIt is particularly interesting to compare the communication in China with the communication of Mc Donald France. We realize that commercials made by Mc Donald China are alike McDonald’s commercials made in France during the 80’s with values ​​rather masculine: desire to be successful, traditional family values ​​(Mc Donald as a rite of passage between father and son. McDonald’s in China assumes its initial texan values ​​(masculinity,sens of the family and struggle for life). Conversely in France  especially after what can be called the Bové case (an ecologist who destroyed McDonalds shops) Mc Donald changed its red logo for a green one (considered less aggressive and more eco friendly ). Furthermore the values promoted by Mc Donald in France are rather feminines. Mc Donald France do not want his consumers to dream about a idealistic life, but rather to accept themselves as they truly are. The Mc Donald’s campaign “Come as You Are”  is a case study as “Dove for real beauty” which took as models everyday life women with their flaws. Unlike in China McDonalds  is not a relay of the struggle for life but peaceful place, where we are invited to release the pressure in a communion of good feelings : environmentalism, gay friendly attitude, tolerance to all differences and openness. I will let you review the TV spots made by Mc Donald France to compare it with the Chinese communication:


Advertising in China

1) The “nice liars”:


2) The bohemian rich family:

3) The father and his gay son


Conclusion: McDonald commercials are always true  laboratories for someone who wants to understand the main sociological trends. The two communications (French and Chinese) are very good as they perfectly suit their different audiences. The Chinese consumer society is following the same path as the French one did 20 years ago. When do you think we will see Mc Donald campaigns in China advocating harmonious development (Chinese equivalent for sustainable growth) and “comrades”? Any idea ?



Marketing to China


Leave your comment