McDonald’s Philippines celebrates what makes us human in the age of AI

For decades, McDonald’s World Famous Fries have been part of countless moments shared between friends, after school, on road trips or movie nights, late-night food runs and everything in between.  

Their popularity sparked a simple observation: no matter how much technology evolves, some experiences remain uniquely human. And few are as universally loved as enjoying McDonald’s Fries. 

Building on this insight, McDonald’s Philippines and Leo Manila launched “AI Wanna Taste It,” a campaign that introduces Chip — a curious, charming AI pop star with one obsession: the human world of McDonald’s Fries fandom. 

Fresh off the global celebration of National Fries Day, Chip stars in a catchy music video celebrating something technology can never replicate: the delight of sharing food, creating memories, satisfying a craving. 

“For generations, McDonald’s Fries have been part of everyday moments that people genuinely look forward to – so much so that in the age of AI, we now have an abundance of data that points to one undeniable truth: humans love McDonald’s Fries. This led us to an interesting tension: technology can analyze those moments, but it can never actually experience them. That’s what inspired this idea: McDonald’s Fries are so good, even AI wants them,” says Ada Almendras-Lazaro, Chief Marketing Officer, McDonald’s Philippines.

“The campaign idea started with the strength of the product. We asked ourselves: if AI could study every conversation, craving, ritual and memory surrounding McDonald’s Fries, what would it discover? That question eventually led to an AI character we fondly call CHIP, through whose eyes we celebrate the uniquely human enjoyment behind every fry moment,” says Raoul Panes, Chief Creative Officer, Leo Manila. 

In a world increasingly shaped by algorithms and machine learning, Chip will become a recurring presence in McDonald’s Philippines’ social universe over the coming weeks, continuing its quest to understand a simple fan truth: no one can resist McDonald’s Fries. Chip will begin to understand that Fries are about more than taste alone – they are connected to the moments, memories and people that make us human.

“What we love about this idea is that it starts with a truth people already know. Our fries have been part of countless moments in people’s lives.  While technology may change how we live, the connections we share, the memories we create, the simple moments we look forward to – these remain timeless,” shares Margot Torres, Managing Director, McDonald’s Philippines. “Technology also changes how we communicate and connect, but enjoying McDonald’s fries together remains the same since we opened our first McDonald’s store in Morayta, Manila in 1981 up to today with over 860 stores in the Philippines.”

McDonald’s Philippines is also dedicating every “Fryday” (from July 17 to Aug 28) to giving fans even more reasons to come together over World Famous Fries, turning everyday cravings into moments worth sharing.  

Blending live action with AI production, “AI Wanna Taste It” is directed by Joel Limchoc of Film Pabrika with music composition by Loudbox Studios.  

Watch it here:

CAMPAIGN CREDITS

MCDONALD’S PHILIPPINES

Managing Director : Margot Torres

Chief Marketing Officer : Ada Lazaro

Marketing Director : Yves Nacpil

Brand Manager : Nadine Leoncio

LEO MANILA

Chief Creative Officer : Raoul Panes

Creative Director : Carl Urgino

Creative Team: Brian Lumanog, Sarah Villanueva, Julian Garcia, Nikka Varandmal, Dhalaine Bautista, Stephanie Tan, Abby Santos, Paul Castro

General Manager: Judy Medina

Account Management Team : Ira Casas, Kya Mercader, Pat Sarmiento, Gab Ortiz, Kimie Arenillo

Planning Team : Joy Santos, Gianina Azores

Global Executive Creative Director, Leo Chicago : Adriano Matos

Head of Creative Excellence, Publicis APAC MEA : Jason Williams

Head of Creative Technology, Publicis APAC MEA : Laurent Thevenet

Regional Client Leads Publicis Groupe APAC MEA  : Arto Hampartsoumian, Xin Wei Lim

CHEMISTRY PHILIPPINES and MSL PHILIPPINES

Social Media Director : Jarmaine Sotto

Social Strategy & Analytics Team : Hans Cabuyao, Renae Warner, Angeline de Leon, Pam Jose, Jesse Ting

Social Media Content & Engagement Team : Kat Ravelo, Andrea Aguillon, Diane Andrade, Faye Vargas, Angel Yllana, Kaye Toledo, Sab Urbano, Diane Sarmiento

PR Team, MSL Philippines : Carol Battad,  Kelvin Aragones, Isha Fermin

Communication and PR Director, Publicis APAC MEA : Barbara Messer

PRODUCTION

Production House : Film Pabrika

Director : Joel Limchoc

Producers : Slingshot Manila – Steve Vesagas, Pael Laurena

Casters: Casting Edge Manila – Edge Pasion, Owel Baal

AI Production : Toolbox

Audio Production: Loudbox Studios

Composers: Thryo Alfaro, Xeric Tan

OMD PHILIPPINES
Associate Business Director: Gabriel Rayos

Senior Digital Manager: Joyce Sabado

Creator Partnership Manager: Patrick Aguilar

EGGSHELL PR

Managing and PR Director: Charmaine Pahate

Media Relations Head: Lorena Lopez

Media Relations Officer: Lyka Lauzon

Consultant : Julius Ryan Umali

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