Since its inception, McDonalds has tried to use itself as a dealmaker between parents and kids. “If you win this football game, you can have a McDonalds”. “If you clean your room, you can have a McDonalds.” Parents have been bribing their kids with McDonalds for a long time now, and this ad campaign simply hammers home this point. When your kid wants something which you are totally against, you will get that tap on the shoulder from your “friendly” McDonalds ally which can broker you a deal and save a tantrum.

Its fair enough that their are situations where a deal may be required, I’m not sure I would include some of these. Surely an 80-something year old Grandmother shouldn’t need to explain to her grandchild that she can’t go on the looping turbo-coaster lest she might not get off it alive. I don’t think McDonalds need to step in and save the day in this example.

I’m not really sure why the dad can’t just go to the movie with the kid either. What does he expect, the kid to choose Die Hard 4 ahead of the latest Disney film? It sort of looks like he is holding a gun in his hand as well which doesn’t help the situation. I’m not sure if McDonalds come accross as the saviour in this campaign, but more as the devils advocate.

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