In 2018, McDonald's marked International Women's Day by flipping the M on one of its signs into a W, representing "women." It's a move that received a fair amount of praise (and awards) at the time but has since become a frequent example of marketers being a bit too fleeting and performative with their statements on social issues.

Last year, the chain surprised many by choosing Wieden + Kennedy as its creative agency. In addition to fetishizing risky and bizarre creative ideas, the independent agency is also known for unapologetically strong stances for social justice—best represented by its Nike work with Colin Kaepernick.

That combination of creative bizarreness and zealous activism made W+K seem an odd fit for a staid brand like McDonald's, but today we saw that perhaps they're not as far apart as we might have believed.

In a spot called "One of Us," McDonald's lists the names of seven Black Americans whose deaths are frequently cited by Black Lives Matters organizers.

Of course, George Floyd's name is included, as his death beneath the knee of a Minneapolis police officer has sparked global outrage and protest.

To be clear, many other brands have spoken out this week against police violence and how often (and lethally) it targets Black Americans. But there's something particularly notable about a global juggernaut of a brand like McDonald's coming out with an ad that not only pledges donations—to the National Urban League and NAACP—but also directly tackles the human toll of this violence.

It's understandable to be a skeptic or even a cynic when it comes to how brands support social causes. That said, this week clearly appears to be a turning point.

If a definitively mainstream brand like McDonald's can reverently recite the names of these victims, why can't all politicians? Why can't all Americans?

David Griner
Creative and Innovation Editor, Adweek
[email protected]

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