[BTGAF] McDonald's Philippines in the new normal

From the archive. Originally published on migmol.com on 2020-08-08, recovered and republished here in 2026 at its original address. Unedited except for formatting.

Part of BTGAF, a run of brand teardowns published on the original migmol.com between 2020 and 2021.

In today’s I-intentionally-watched-the-whole-pre-roll-ad feature, marketing heavyweight McDonald’s Philippines shines with this Covid-related ad.

[video: McDonald’s Philippines “new normal” Covid-era ad]

This works because of several elements:

• First of all, these kings of branding retain their signature color filter/pallet so you know it’s a McDonald’s ad.
• Functional: it shows that the branches are open and how they are ready to serve people (disinfections, screens, cashless payments social-distancing)
• They use quite a lot of people in the ad, showing the different POVs and consumer-types, therefore appealing to a wide array of their consumers. They also show how everyone is adjusting to the new normal in their own ways.
• Casual, not overplayed, meet-cute is the throughline in the story. Like a lot of McDonald’s ads, there is a subtle young adult angle. But the execution is very lite and not overbearing.