McDonald’s is encouraging teenagers to connect with their inner child this Christmas as it looks to spark joy with its new campaign.
The animated ad, created by Leo Burnett, follows the story of a boy called Tom who faces an internal struggle between the child he was and the teenager he wants to be.
Tom’s mum tries desperately to get him into the festive spirit by hanging decorations and browsing a Christmas market, but while he is unresponsive on the outside, his inner child would love to join in. A quick stop at McDonald’s helps lift his spirits and he slowly starts to listen to his younger self.
As the day goes on, Tom lets his inner child take over and helps his mum decorate the tree and cuddles her on the sofa. He even suggests leaving some McDonald’s reindeer treats (carrots) out for Santa.
‘Inner Child’ will air on Sunday (15 November) during ITV’s I’m A Celebrity launch show, after premiering on McDonald’s social channels today (12 November).
McDonald’s vice-president of menu and marketing, Michelle Graham-Clare, hopes the campaign will “reignite the magic of Christmas” this winter.
“That moment as the pair reconnect over the reindeer treats, saved from their trip through the drive-thru, represents the common truth of children determined to grow up but swept up by the festive spirit. I am sure it is a feeling that will be familiar to so many families.”
As part of the campaign, McDonald’s will also be launching the #ReindeerReady Hub, a website featuring kids activity sheets, Christmas jumper competitions and an audiobook giving more detail on Tom’s story.
It will also feature a social augmented reality game that can be accessed via a QR code on the packaging of the McDonald’s Christmas menu.