This Self-Aware McDonald’s Ad Knew Exactly What You Needed on New Year’s Day

There are many ways to cure a hangover … and some are actually backed by science. Hydration, supplements and a little “hair of the dog” appear to be some proven methods—as is eating a good breakfast. Of course, topping the list is limiting alcohol intake in the first place, but on New Year’s Eve, let’s just say that’s easier said than done.

To help soften some of the rough edges the morning after, DDB New Zealand reminded people who may have gone a little past the boozy Rubicon that McDelivery service could be their best friend. The 60-second ad is a veritable buffet of aches, pains and regret—including one man who got the Sharpie treatment.

Set to Edvard Grieg’s “Morning Mood,” one can almost feel the cottonmouth, torturous headaches and stuck-in-first-gear movement.

“McDonald’s has always been there when you need it, and now with McDelivery, that’s truer than ever before. We’ve played on a number of moments people may find themselves in after a long night, and how good it can be to get McDonald’s delivered,” said Damon Stapleton, DDB New Zealand, diplomatically.

What makes this ad a little surprising is the subject matter. Though it’s not entirely veering into more aggressive territory like its QSR brethren, it’s nice to see McDonald’s loosen up a little bit and show a little honesty.

Though the ad was originally intended for New Zealand, McDonalds’ global marketing team was so taken by the concept that they supported wider distribution and made it available to countries outside of the market. So far, the 60- and 30-second versions of the ads have run in Brazil, Argentina, Colombia, Mexico, Peru, Panama, Costa Rica, Philippines and South Korea.

CREDITS:

Client: McDonald’s
Agency: DDB Auckland
Director: Fiona McGee
Producer: Claire Richards
Business Director: George Mackenzie
Executive Producer: Sam Long
Production Company: Goodoil Films
DOP: Shelley Farthing Dawe
Editor: Mark Burnett
CCO: Damon Stapleton
CD: Ben Pegler
CD: Christie Cooper
CD: James Connor
Agency Producer: Claire Colohan
Agency Executive Producer: Judy Thompson

Doug Zanger

Doug Zanger is senior editor at Adweek focusing on creative. He is based in Portland, Oregon and unabashedly loyal to the Pacific Northwest.