As the World Cup approaches, McDonald’s is launching the same campaign for the first time ever in more than 75 of its markets.
The brand’s biggest global campaign to date plays on the simple truth that there are a couple of things that can unite people around the world: a love of football and a love of McDonald’s.
To appeal to such a wide range of people from all walks of life, the ad features a diverse cast of celebrities: American actor and comedian Jason Sudeikis; Khaby Lame, the most followed TikTok user in the world; K-Pop sensation ITZY; and Twitch streamer and gamer Edwin Castro.
The stars, along with an array of football fans, are shown in various locations experiencing the sport’s highs and lows while sharing a craving for the fast food brand’s meal. In each scene, fans ask each other the same question in different languages: “Do you want to go to McDonald’s?
Created by agency Wieden+Kennedy New York, the spot features ten languages and four dialects and was shot in four locations around the world. Oscar nominee Darius Marder, known for the film Sound of Metal, and Emmy Award-winning Alan Yang, who worked on the TV series Parks & Recreation and Master of None, were the directors.
The global social media commercial breaks on Monday, while additional versions edited for specific markets will bring customs and personalities unique to those regions to life. The campaign will also include social activations at local markets.
For example, to celebrate Canada’s first World Cup in 36 years, that country’s McDonald’s will reverse the script on red and yellow cards by turning them into promotional codes to order free food from local restaurants. The brand will also partner with Canadian influencers to participate in watch parties and surprise fans with McDelivery and merchandise.
Meanwhile, in the Middle East, McDonald’s will be hosting a social activation called “The Happiness Swap.” Whenever a referee throws a red card, fans can take a photo, draw fries on the card and post it with the hashtag #WannaGoToMcD, then receive a promo code for free McDonald’s fries on their app.
Also in the region, the brand will partner with renowned Arab football commentator Raouf Ben Khelif, who will encourage TikTok users to duet his video with their own commentary.
In the UK, McDonald’s will partner with players from the England and Wales men’s and women’s teams to encourage fans to sign up for ‘Fun Football’ sessions. He also supports the food poverty charity FareShare to provide food to families in need.
“While we’re all in favor of different teams this World Cup, we all agree that every celebration is a little sweeter with McDonald’s, and every missed goal or yellow card stings a little less when you enjoy a Big Mac,” McDonald’s Global Chief Marketing Officer Morgan Flatley said in a statement.
McDonald’s is a sponsor of the 2022 FIFA World Cup, which begins November 20 in Qatar.
Global Marketing Director: Morgan Flatley
Vice President, World: Erwin Dito
Senior Director, Global Campaign Alliances: Jennifer Delvecchio
Global Director, Strategic Alliances: Clément Brossard
Global Marketing Manager: Lukas Steiniger
Director, Global Alliances: Beth Czerwinski
Manager, Global Strategic Alliances: Dana Sheedy
Director, social networks: Guillaume Huin
Marketing manager, social engnt: Kaitlin labruzzo
Director, Brand Trust Communications: Tess Mattingly
Manager, Global Communications: Katie Dittmann
Creative agency: Wieden+Kennedy New York
Chief Operating Officer: Neal Arthur
Global Creative Director: Karl Lieberman
Global Group Creative Directors: Brandon Henderson, Marques Gartrell
Copywriter: Macie Soler-sala
Artistic Director: Dan Kenneally
Integrated production manager: Nick Setounski
Executive producers: Kristen Johnson, Andy Daulton
Main producer: Bianca Cochran
Associate producer: Caroline Park
Global Group Account Manager: Brandon Pracht
Account Manager: Alex Scaros
Account Supervisor: Kelly Mallory
Account managers: Fatima del Barco, Sana Perti
Group Strategy Director: Tass Tsitsopoulos
Chief Strategy Officer: Huw Devine
Director of Communications Planning: Caleb Smith
Communications strategist: Eric Uzick
Director of Social Strategy: Kaylah Burton
Editor: Chris Wernikowski
Artistic Director: Rebecca Friedman
Designer: Martin Routledge
Project Manager: Joanna Groom
Director of Commercial Affairs: Anna Beth Nagel
Business Affairs: Ramona Seuth
PR Agency: Weber Shandwick
Production company: Caviar
Directors: Alan Yang, Darius Marder
Talent agency: The Narrative Group