Spikes Asia
DDB GROUP NEW ZEALAND, Auckland / MCDONALD'S / 2017
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For one young girl, life in the middle seat of the car takes a turn for the better when a bag of Macca's is placed temptingly within reach: Three kids pile into the back seat of a car, squished in uncomfortably, the youngest forced into the middle seat. The poor kid in the middle accepts her fate like a champ, every corner being crushed on both sides and somehow dealing with stray elbows and pointy adolescent shoulders with little more than a frown. She gets the worst of every journey, from the seat nobody wants. But the struggle eventually gives way to good fortune. When the family stops off at the Macca's drive through, a large bag of fresh fries is plonked down between the centre arm rests. She reaches in and grabs one, smiling – the middle seat just became the best seat in the house.
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