This ad went under the radar for a bit, but it took some overseas attention for us to notice. Produced by advertising agency DBB for a special Ramadan campaign by McDonald’s Singapore, the moving short was picked up by Buzzfeed last Friday, a day after it went up.
Get some tissues, you’re sobbing all over right now. With a melancholic soundtrack by Oregon post-rock band This Patch of Sky, the commercial depicts the trials and tribulations faced by a Malay-Muslim McDelivery rider, who’s fasting throughout his shift. The ad ends with the delivery rider receiving a Happy Sharing Box™ by a kindly Chinese uncle, who realized that it was the time to “buka puasa” (break the fast). “Share the Spirit of Ramadan”, the tagline reads. Cue the tears.
This wouldn’t be the first Ramadan ad by McDonald’s Singapore, though — it’s a yearly tradition for the fast food brand. Here’s one from last year, which didn’t make the same impact.
Here’s a lighthearted one from two years ago.
Positive reception
Though the ad involved a Singaporean context (McDelivery riders don’t exist in the United States), it certainly touched folks overseas.
McDonald’s ad for Ramadhan. Wow pic.twitter.com/BpZhPRVXsX
— – (@MahathirTweets) May 16, 2018
Why did I cry? I miss my brothers working at mc Donald jeddah
— lannang (@lovemeHM) May 18, 2018
Best ad ever.
— Emmanowell (@euweh_) May 18, 2018
I’m really crying in the club right now
— baklava mom (@HALALNOVIA) May 18, 2018
Is it normal to almost cry on this McD’s ads? I get touched on how the multiracial country live their life in harmony.
— Sam Frazad (@SamFrazad) May 17, 2018
— Marcelo 🐼 (@Ahkimace) May 17, 2018
man, it’s beautiful! ❤
— unicorn. (@_subtleturtle_) May 18, 2018
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