Leo Burnett Tugs on Heartstrings for Ronald McDonald House

By Erik Oster 

Leo Burnett gets emotional for Ronald McDonald House Charities with their new spot, “Dad’s Voice.”

The 60-second ad highlights the emotional impact of the charity providing home-to-home accommodation for families with a child in the hospital. “It’s only a voice, everyone has one,” a narrator intones at the opening of the spot. “But this, this is dad’s voice. Dad’s voice is, well, dad’s.” Going on to list some of the voice’s idiosyncrasies, the spot concludes, “Dad’s voice is the sound of home, even when they’re not at home.”

It’s a pretty straightforward approach, but it makes a real emotional impact, delivering on a relevant insight for the charity. It helps that the approach is tender without being cloying, choosing not to oversell the drama of the situation but rather sticking to what viewers can relate to. Stick around for credits after the jump.


Creative Agency: Leo Burnett
ECD: Justin Tindall
Creative Director: Richard Robinson / Graham Lakeland
Creative: Jon Fox / Rik Brown
Planner: Josh Bullmore
Film Production: Smuggler
Director: Joshua Neale
Producer: Ben Roberts
Photography: Steve Annis
Editor: Tim Hardy @ Stitch
Post Production: MPC
Sound Design: 750MPH
Music Production: MPM London
Media Agency: OMD
Media Planner: Kathryn Armstrong