This touching McDonald's holiday ad is a simple family tale that teaches us the importance of a hug. A Chinese grandfather is at the center of this ad, and as clips of special moments in his life are shown, physical affection is absent, even though the moments warrant it.
Upon giving his grandson a toy, and receiving a spontaneous and genuine hug, the grandfather was enlightened and touched by the simple gesture. The commercial ends in an airport where the grandfather offers his son a goodbye with a sudden and surprising hug.
BBDO Hong Kong used the Christmas season as an opportunity to release a sentimental and emotional campaign, a strategy that is rarely used in this culture. Among many Chinese families, physical affection isn't practiced. Through this story however, McDonald's aims to change that.