A new McDonald’s branding commercial from Leo Burnett Taiwan features the world champion of women’s badminton Tai Tzu Ying, who once nearly gave up playing the sport.
Ying’s image within the badminton community is young and explosive. Her standard is untouchable and over the past two years she has continued to peak.
However, in this McDonald’s 182-second branding spot, she reveals the story that she was about to give up badminton when she was 12 years old. Her father who has accompanied her always, unexpectedly supported her decision to give up. In time though she figured it out and started again. This is a story of how McDonald’s happened to change her mind.
After only a day the film immediately jumped to over a million views on YouTube and on Facebook’s fan pages.
Tai Tzu Ying thought that she had the best taste at that time and sharing a McDonald’s with her father after training was a great part of her young life. She finally realised what is the best taste of life – emotional appeal and true confession. It continues to move and encourage the Taiwanese people.
Source: Campaign Brief Asia
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