The latest McDonalds TVCs using two kids as boyfriend-girlfriend comes as an anomaly to the rest. Apparently based on the trend of ‘up-aging’, the ad seems to want to get away with a literal rendition of the same.
Worldwide, McDonalds is a family brand with a focus on kids. The warm rounded curves of the letter M are designed to welcome families, especially parents of young kids. It’s a place where kids can be left to themselves, without having to monitor them constantly. If anything, McDonalds is the place where kids can be exactly what they are – kids.
‘Up- aging’ is a consumption oriented strategy aimed at bringing about consumption behavior of early teens amongst the pre-teens. Not converting pre-teens into oversmart wannabe semi-adults. Despite the seeming ‘cuteness’ with which the kids speak, the ad probably puts more parents off than bring about beatific smiles.
Using a burger as a bribe to impress one’s girlfriend aged (7-8 years) is an idea that belongs to the teenage/adolescent world. And one that is inappropriate for the sensibilities of that TG. Their representation in terms of the dressing, body language as well as the relationship dynamics is unabashedly consumerist under the garb of innocence, the brand is trying to promote.
http://www.youtube.com/watch?v=qtOTU_as2oY
