Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


McDonald's HK Shows That Sometimes a Hug is All You Need for Christmas

DDB Group Asia Pacific, 1 year, 10 months ago

Johnny Au directs heartfelt spot through DDB Hong Kong

McDonald's HK Shows That Sometimes a Hug is All You Need for Christmas

McDonald’s has launched its most emotionally charged campaign of the year, reminding people about the power of affection, set in the festive season.

The core creative of the campaign focuses on the importance of hugging between families and loved ones. The spot tells the story of a traditional grandfather who has trouble expressing affection towards his son, even when it is most called for. He then goes on to discover the joy of physical affection through his grandson. The magic moment at the end of the TVC, where he embraces this joy with his son, is punctuated and celebrated by the two simple “thank you” he receives from the two generations he has brought into the world.

Yvonne Tang, Senior Director, Marketing at McDonald's Hong Kong, explains, “DDB Group Hong Kong helped us to identify an emotive space that McDonald’s could own. The campaign initiates a movement for Hong Kong people to show their affection. The campaign will include a digital component  that amplifies the universal truth of the power of affection.”

O’Poon, Group Creative Director at DDB Group, Hong Kong said, “Festive advertising has become very tactical and promotional. We wanted to cut through the clutter by being more subtle and silent with our messaging. By going back to the roots of McDonald’s values and its connection to families, we have created a classic McDonald’s story with a timeless formula: simplicity, surprise, and a smile.


Head of TV / Production: Annie Tong

Creative Agency

Account Director: Koman Ko, (Associate) Rita Chan

Art Director: Jeffery Foo, Meshiria Chan

Associate Creative Director: Roy Ha, Anderson Wan

Business Director : Noel Yuen

Creative Agency: DDB Group Hong Kong

Creative Director: Paul Yu

Group Creative Director: O’Poon

Regional Director: Peter Rodenbeck

Senior Account Executive: Apple Ng

Strategy Director: Andreas Krasser

TV Producer: Denise Wong

Media Agency

Media Agency: OMD Hong Kong

Production Company

Director: Johnny Au

Production Company: Production Station

Category: Fast food , Retail and restaurants

Genre: Storytelling