FAMILY

ClientMCDONALD'S
Category A06. Retail
TitleFAMILY
Product/ServiceBRAND BUILDING
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Media Placement OMD Stockholm, SWEDEN
Credits
Name Company Position
Andreas Dahlqvist NORD DDB Stockholm CCO
Joel Ekstrand NORD DDB Stockholm Art Director
Joel Ekstrand NORD DDB Stockholm Art Director
Petter Dixelius NORD DDB Stockholm Copywriter
Hanna Ternström NORD DDB Stockholm Planner
Johan Molitor NORD DDB Stockholm Account Director
Carolina Johansson NORD DDB Stockholm Account manager
Andrea Odelius NORD DDB Stockholm Account manager
Robin Löthberg NORD DDB Stockholm Social Media Manager
Mei-Li Wu NORD DDB Stockholm Designer
Isabel Ambring NORD DDB Stockholm Designer
Sebastian Reinbring NORD DDB Stockholm Designer
Patrik Oscarsson NORD DDB Stockholm Designer
Johan Svensson Social Club Agency producer
Jesper Ericstam Social Club Director
Henrik Stenberg NORD DDB Stockholm DoP
Account manager Prime Account manager
Emanuel Falsén OMD Client manager
Hildegard Rodriguez OMD Client Manager

Write a short summary of what happens in the film

We see everyday situations where people stare at someone/something that annoys them. In the restaurant, on a bus, in a museum, a waiting room, a cinema, a grocery store... the camera shifts perspective and we see what they've been staring at; a father and his two rowdy kids. In the end, they find refuge in McDonald's – “Sweden’s most family friendly restaurant” – where stares and judgmental looks are nowhere to be seen.

Cultural/Context information for the jury

The song in the ad is a Swedish children’s classic from the 60s called “Sudda sudda”. The lyric in the refrain "sudda, sudda, sudda bort din sura min" are roughly translated "Wipe, wipe, wipe that angry grin off your face".