McDonald's: “Kuya” warms hearts in the Philippines

The 45-second TV spot titled “Kuya” (Big Brother) - developed by Leo Burnett Philippines - is a campaign for McDonald’s Breakfast McSavers. In true McDonald’s brand essence of “simple, easy enjoyment”, the spot is based on a simple tale of two brothers, the elder one with Down syndrome, having hotcake breakfast while chatting about the younger one’s crush and the proper way to smile at her. The conversation is light and the nuance of elder brother giving advice to the younger one makes the spot endearing for viewers.