Unity Lies In The Differences, Not In Similarities

McDonald’s restaurants are the perfect place to see people with contrasting yet colorful natures coming together to share what they do have in common – their love for McDonald’s food.

In the footsteps of the popular McDonald’s ad by Leo Burnett, has come a video done by RJ-turned-social media sensation “Hoezzay” (real name José Covaco) where he moves through a suburban McDonald’s restaurantand converses with people who have ordered different meals but may have many other things in common, which is what he’s gonna find out.

There’s a couple having hot coffee and cold coffee. You think they couldn’t be farther apart in their tastes? However, that’s not true. The couple, in fact, tells Hoezzay that they are getting married over the weekend!

Then there are friends who disagree on everything under the sun; another friend who is too slow and yet another who is too fast; people who make different choices on social media; one is an Angry Bird while the other is calm like the Buddha – the list is never-ending.

Sure enough, there are people who are as different from each other as chalk and cheese but love spending time together. Hoezzay concludes, variety is the spice of life and that’s also how it’s supposed to be.

This video comes in the footsteps of the McDonald’s s India (West & South)’s #BeDifferentTogether ad campaign, conceptualised by Leo Burnett ad agency, which advocated unity in diversity. The ad, whose jingle went: “We are different-different, but together”, had been launched to promote McDonald’s new Happy Price Combo offer.

The ad showed a quintessential Bengali gentleman with his Sikh friend; a couple comprising one-half vegetarian and the other half non-vegetarian; or mothers of two, only in this case one had two children while the other had two dogs.

Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said after launching the ad, "There hasn't been a better time to champion the cause of diversity. And who better than McDonald's to celebrate this? McDonald's has always been about people coming together over a nice meal, no matter how different.”

“It's our differences that make our relationships better. People may be complete opposites in the choices they make, but may still be very happy in each other's company. That’s the thought behind #BeDifferentTogether. Every viewer will see a bit of themselves in this ad."

Das added that from advertising’s point of view, it shakes up the traditional view of the audience it is catering to because the target audience here is anyone.

McDonald’s has, in the past too, created many ads about different strokes of love, be it seven-year-olds who are cool about being a boyfriend and a girlfriend over a McAloo Tikki burger, or a guy offering a girl a chair in a unique way, or even against a backdrop of an arranged marriage, a newlywed bond over a soft serve.

The #BeDifferentTogether campaign highlights how McDonald's has always been a melting pot of divergent lifestyles, of different people coming together to create a classic moment. No wonder the ads resonate with the audiences.

Source: http://articles.abilogic.com/237593/variety-key-factor-making-world.html