Watch the McDonald’s Singapore Ramadan commercial that has folks overseas tearing up

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.


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