MCDO TVC “KUYA”A Case Study byRadel F. Llagas

“Kuya”The 45 seconder TVC with a total of 26 clips showcased a young guy who treats his older brother, who has a down syndrome, of McDonald’s Breakfast McSaver Meals while having chat about the young guy’s crush.

Texts Mcdo Store’s Interior (Counter area, Tables and Chairs, Windows). Walking, standing, waiting, looking (for open table), ordering, paying (at the

counter), talking and eating customers. Typical scenarios/set-up inside a fast food chain.

McDonad’s cashiers and service crews. The young guy wears purple long sleeves, black slacks and a body bag. The older brother wears a white polo and eye glasses. 50 peso bill and some 5 peso coins. Cashier’s dialogue: “Thank you ma’am!” and “Welcome sa McDonalds!”. Mcdo hotcakes (2 orders) and Mcdo Coffee (2 cups) and ketchup (2) of main

characters’ table. Dialogue of the young guy: “Sige kuya ako na lang”; “Dalawang 2-pc hot cake

meal”; “Oops! Sorry Kuya ha”; “Extra syrup mo kuya”; “Okay (giggles) lang”; “Kuya nag-smile na siya sa akin”; “Ganito?”; and “Ganyan?”.

Dialogue of the “Kuya” with subtitles such as: “Kumusta crush mo?”; “Smile ka din.”; “Ganito.”; “Hindi.”; “Konti lang.”; and “Bukas ako taya.”.

Texts that read “2-pc Hotcakes and Hamdesal with Cheese are available during breakfast hours. Coco-Cola and the design of the bell-shaped glass are trademarks of the Coca-Cola Company” appeared during 36 to 40 seconds of the TVC on the lower-right side of the screen.

Logo/text of “50 peso McSaver Meals”. Two hotcakes on a plate, 1 chicken sandwhich on a plate, chicken with rice and

gravy on a plate, cheeseburger in a plate, and two cups of coffee and two glasses coke all of which are on the table.

Narrator dialogue: “Simple joys started 50 pesos with McSaver Meals!” Piano keys with guitar strums for McDonald’s theme background music on 34 to 44

seconds. The “love ko ‘to” trademark of McDonald and the McDonald’s logo in its usual red

background.

Subtexts Mcdo has many customers during morning. The young guy can only afford Mcdo hotcakes and coffee in

treating his older brother. The young guy is oblivious because he forgot to get extra syrup

from the counter. Service in Mcdo is fast/quick. Cashiers in Mcdo are polite and graceful. The older brother is interested on the young guy’s love life. The older brother is expert in giving advice in proper way to

smile to a girl. The young guy is about to go to work but eat breakfast with his

older brother first. The two brothers are close to each other despite the older

brother’s condition. Hotcakes are best with honey and coffee. McSaver Meals can save customers’ money. McSaver Meals are best with drinks such as coffee and coke. McSaver Meals bring joys to customers. The young guy cares for his older brother.

McDonald’s McDonald’s has been here in the

Philippines since its first chain opened in 1981.

Serving millions of Filipinos craving for their products which are mostly burgers and which are famous globally and locally.

There is no question with regards to the popularity of McDonald’s products around the globe.

Leo Burnett Leo Burnett is an advertising company

created in 1935 in Chicago, USA and has been helping McDonald’s in their creative and notable advertisements around the globe since 1981.

The advertising company is known for their marketing approach that serves human needs, not the other way around and their belief that it’s about people and purpose, not about advertising or brand propositions or selling products.

Target AudiencePrimarily, the target audiences of the TVC “Kuya” are the Filipino people/consumers that wish to save money in purchasing food.

Lifestyle Presented

“SIMPLE LIFE”The TVC simply showed two brothers having a fun conversation about the younger brother’s crush while having breakfast in McDo.

Values Expressed Inspiring Empowered Understanding Humanist Supportive Encouraging Respectful Caring Loving

Konti lang.

Tools of Persuasion Used Association Plain Folks Humor Warm & Fuzzy Bribery Diversion

Positive Message Presented

“Treat persons with Down Syndrome normally so they can live their lives

normal.”

The TVC empower people who have a family member/s with Down Syndrome and people who has it. In line with the McDonald’s notable campaign they include “Kuya” to primarily inspire and bring warm and fuzzy to the audiences.

Untold Parts of the Story1. Did the young brother actually use his

brother’s advice?2. Where the two did went before and after

they eat breakfast to/from McDo?3. What is the occupation of the two brothers?

If any?4. Who is the crush of the younger brother?

These questions can be answered by the persons responsible for the concept of the ad, none other than Mr. Raoul Panes, Alvin Tecson, Mela Advincula, Carlo Cruz, and Alexa Remalante, the creatives in Leo Burnett Manila.

Original Clip of the Ad

Counter Ad

ConclusionWith the success of the McDonald’s TVC “Kuya” in terms of positive feedbacks. Yours truly have concluded that the association of plain folks with unusual condition plus warm and fuzzy and humor in a TVC are very effective tools of persuasion in making the audiences easily remember the company’s name/product/service.Also, in making a TVC or an ad, companies should consider that people don’t really care what they’re selling in their ads because people are more incline to see message values than just a message/content.