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19 December 2018

Sentimental journeys.

by Jason Stone

McDonald's: “The Little Things” - 72s

The cleverness of McDonald's advertising is the way they always place themselves at the heart of family. And, even though the quinoa-chewing denizens of adland are reluctant to admit it, there's more than a grain of truth to the idea. A tremendous number of people around the world have grown up with the ubiquity of the fast food joint and - because of that - it evokes a distinct nostalgia for family togetherness.

Poland's relationship with McDonald's only stretches back to 1992, but that's still long enough for this idea to become entrenched and in this lovely film created by Tribal DDB Warsaw and directed by Liz Murphy, it is perfectly exemplified. A father collects his daughter from the railway station to bring her home for Christmas. There's an awkwardness between them for reasons unknown, an awkwardness not evident when she greets her mum and her sister. I seems that Dad's communication skills are not quite as advanced as the rest of the family's but he still finds a way... and it involves McDonald's. Well, of course it does.

Director: Liz Murphy ♀ Ⓟ Ⓦ (Nice Shirt Films Ⓟ Ⓦ)
Cinematographer: Monika Lenczewska ♀ Ⓟ Ⓦ (Lux Artists Ⓟ Ⓦ)

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.