An American colleague working in Singapore sent me this McDonald's commercial about Ramadan, the Muslim holy month of fasting. The YouTube caption reads, "Sharing food creates a bond like no other. This Ramadan, McDonald's brings you even more reasons to share."
We see an industrious McDonald's employee, delivering food as he gets weaker because of fasting. At the end, a customer offers him food when it's time to break the fast.
The response has been positive, with one user commenting that he would like to see ads like this in the United States. A McDonald's representative expressed her views of the response:
"We're truly humbled and encouraged by the positive response received from our latest video."
"We wanted to celebrate Singapore's community spirit of human kindness, sharing and togetherness during this Ramadan month, and what better way than to do it through the lens of our McDelivery riders - who connect our brand with our customers, door to door."
"It's our small way of appreciating those working tirelessly behind the scenes to deliver meals and enabling the bonding and sharing moments during this occasion."
- Why do you think the video is getting such a strong positive response?
- Would such a commercial be successful in the U.S.? Why or why not? Consider cultural differences between Singapore and the U.S.
- The McDonald's representative says they are "humbled." What does she mean by this, and how does it relate to definitions of humility?