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16 November 2020

The lost boy.

by Andrew MacGregor


McDonald's: “Inner Child” - 90s

Last year, McDonald's showed how Christmas can thaw even the most cynical teenage girl. Here, they return to that theme with a teenage boy and a single parent who wonít take "bah humbug" for an answer.

The Pixar-like twist is that the teenís inner child is pumped for everything festive, including snowball fights, tree decorations, and novelty antlers. Alas, both he and Mum are fighting a losing battle against wireless earphones and the like.

Yet in the brand's #ReindeerReady era, all it takes is a bag of carrot sticks, aka reindeer treats, to roll back the years. Thanks to some beautifully observed beats that all generations will appreciate, the transformation is both well-earned and genuine.


Creative Agency: Leo Burnett Ⓟ Ⓦ
CCO: Chaka Sobhani ♀ Ⓟ Ⓦ
Creative Director: James Millers / Andrew Long
Creative: Steph Ellis ♀ / Rory Hall
Account Team: Steph Bates / Laura Taylor / Alice Pavey / Annie Flood
Business Team: Bethany Watts
Project Manager: Emily Green
Senior Planner: Tom Sussman / Joe Beveridge
Planner: Thomas Schofield
Head of TV: Graeme Light
Post Production: Framestore Ⓟ Ⓦ
Sound Designer: Josh Campbell / Anthony Moore @ Factory Ⓟ Ⓦ
Audio Producer: Beth Massey
Music: Forever Young - Becky Hill (cover)

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