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Company: McDonald's Corp.
    View Company Scorecard / Contact Company
Brand: McDonald's McCafe
Ad Title: Acceptance
Business Category: Restaurants
Media Outlets: Television
Country: Taiwan
Region: Asia
Agency: Leo Burnett Co.
Year: 2016
Target: Gays & Mainstream
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Theme(s)

Family Acceptance

Theme Breakdown

AdRespect Score: 
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A young man sits across from his dad, just after he has come out to his father by writing "I like guys" on his coffee cup. The father, overcome with emotion, gets up and walks away for a few minutes while the young man sits alone for several difficult minutes.

When the father returns with his own coffee, he picks up his son's pen and updates the cup's message to say, "I *accept that you* like guys." His son nearly cries and dad smiles with acceptance.

Coming out is a rare theme in advertising anywhere in the world and this is one of the few that intends to send a positive message.

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