How Young Is Too Young to Be Flirting in a McDonald’s Ad?

Intolerance Week continues on AdFreak, as we turn to the Philippines, where McDonald's, under pressure from Catholic leaders, has agreed to pull a TV commercial because it shows a young boy and girl having an innocent romance and almost holding hands. In the ad, the girl asks the boy if she is his girlfriend, to which he replies: "I'm not ready. Girlfriends are demanding. They want this, they want that." Eventually he relents when she says she just wants french fries. Bishop Deogracias Iñiguez condemned the ad for supposedly telling children that "it's all right to enter into courtship, and it could pave the way for the very young to be lax and carefree." Yes, heaven forbid kids enjoy their years free of emotionally crippling adult neuroses. Father Melvin Castro echoed Iñiguez's sentiments, claiming that the ad cheapens relationships. Not sure what they're so pious about, seeing as how they'll both surely burn in Hell for essentially forcing people to sympathize with McDonald's. On the plus side, at least the boy in the ad is firmly heterosexual, unlike the slappees in the Manwich ads or J. Crew's would-be transgendered boy with the pink toenails. David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.
Publish date: April 14, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT