McDonald’s Philippines and Leo Manila have launched “AI Wanna Taste It,” a campaign introducing Chip, an AI pop star character built around McDonald’s Fries fandom.
Launched following National Fries Day earlier this month, the campaign features Chip in a music video centered on sharing food, creating memories, and obsessing over McDonald’s Fries.
The idea is based on the observation that while technology continues to evolve, some experiences remain uniquely human.
“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,” said Ada Almendras-Lazaro, Chief Marketing Officer, McDonald’s Philippines.
“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.”
“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?” said Raoul Panes, Chief Creative Officer, Leo Manila.
“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.”
Chip will become a recurring presence in the brand’s social universe over the coming weeks, continuing a quest to understand the idea that fans cannot resist McDonald’s Fries.
“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,” said Margot Torres, Managing Director, McDonald’s Philippines.
“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. 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 dedicating every “Fryday,” from July 17 to August 28, to giving fans more reasons to come together over its World Famous Fries.
Blending live action with AI-generated visuals, “AI Wanna Taste It” is directed by Joel Limchoc of Film Pabrika, with original music composed and arranged by Thyro Alfaro and Xeric Tan of Loudbox Studios. Bringing the campaign to life required a multi-disciplinary production team of producers, casters, production designers, food stylists and post-production editors, all in the service of a very human story.
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
