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McDonald's Belgium, in its latest campaign, is paying tribute to the people who are ‘unchangers’ to celebrate 50 years of its Big Mac.


The spot, called 'the Unchangers', was conceptualized by TBWA Brussels’ and begins with a group of surfers running towards the water on the beach and a background voice over that says "We are the unchangers. We like it how it is."


The camera then moves on to another man sitting on a chair on the same beach and just watches the surfers go. He is lazy to even get up and just lifts his legs up to let the wave pass the chair. It then showcases a number of people saying no to the change.


The ad concludes with the voice emphasizing on how the recipe of Big Mac like the unchangers has remained unchanged for 50 years. The spot is directed by Cannes Lions-winning director Jeroen Mol and will run across social media.


TBWA: McDonalds 'the Unchangers'

Agency: TBWA
Client: McDonalds
Date: January 2018
McDonald's in its latest campaign hails people who say no to change and our themselves in latest campaign.
The spot titled 'the Unchangers' emphasizes on how not to change is quite a statement in a world where everyone is trying to keep up with time. The spot shows people who continue with the same routine and are happy with who they are.
Tags: Europe, McDonald’s, TBWA