LGBTQIA representation in the Philippines is growing but local queer representation still remains limited. Mainstream media strongly favors gay men as the representation of these communities - failing to take into account diversity and intersectionality.

Filipino Gen Z are most aware of this reality, and are leading a culture that embraces a more inclusive representation. They still remain smart, however, in sniffing out inauthentic brand advocacies concerning this with 56% of them saying brands get inclusivity wrong. (UniDays)

For them, authenticity requires a deeper understanding of more inclusive queer representation. This is something that McDonald’s Philippines and Gen Zs both value. The brand that’s long championed inclusivity in ways like hiring practices and advertising, stands alongside Gen Zs as they reshape societal norms.

The spot was the first local ad that featured a lesbian love story. Beyond the local industry, it was also a first among McDonald’s markets across the world. This was intentional after analyzing the local landscape that limited queer representation to gay men.

Another aspect to the film that endeared Gen Zs was its feel-good nature free from overly-dramatized plots distressing to queer audiences. In the film, a skater girl circles the Drive-Thru. However, it’s her cheeky smiles at the female Drive-Thru Crew Member that tickles audiences. By the end, the story reveals they’re a romantic couple as they share a Sundae Cone along with a sweet moment.

Filipino Gen Zs are leading an inclusive culture of representation in a predominantly-Catholic country. They however, can still sniff out inauthentic brand campaigns engaging them through this. Not because they hate brands, they just want brands to genuinely understand their advocacies.

McDonald’s Philippines has championed inclusivity since 40 years ago and knows that this requires a deeper understanding. Analyzing the local social climate led to a principle: A normalized existence of queer characters on screen, normalizes queerness in reality.

So, it launched the Philippines’ first ad featuring a lesbian love story - a segment almost never given the local spotlight. The film launched online, particularly on Facebook and Youtube. All brand-led efforts were done on both online and offline platforms where Gen Zs held discourse on inclusivity and representation. The PR strategy focused on authenticity through Gen Z-led organic executions sharing the ad on platforms outside the original posting.

McDonald's strategically launched the film a few days ahead of Pride Month. The move avoided any rainbow-washing calls, and set the tone for the local Pride Month scene.

Queer influencers that Filipino Gen Zs loved - both seeded and organic - filmed their genuine reactions and expressed support. Some of them involved their partner, making it more endearing to watch.

McDonald’s also amplified this on ground. A flagship store changed its golden arches to rainbow arches, demonstrating support. It also sponsored the Metro Manila Pride March where attendees applauded the film when organizers played it. McDonald’s also had a booth during the event with couple games inspired by the film and photo booths for friends and loved ones.

With efforts that go beyond the film to champion inclusivity, the message became louder. Every Gen Z heard that McDonald’s stood for love, in and out of Pride Month.

With Gen Z's backing, McDonald's garnered cultural fame. It trended on X for 12 hours, and increased conversations by 46% across social media. Generating 123M views (59% organic), 190M reach, 11M engagement (59% organic) and $8M in media values, the brand trended on TikTok and Reddit where it previously had no presence. Brand Imagery Scores increased by +8.7pts for Innovative Brand and +6.8pts for Favorite Brand among Gen Z.

Many created fan art and edits inspired by the ad. To spread its reach, Gen Zs took it upon themselves to share it on their platforms like Reddit, TikTok, Discord and Twitch - reaching queer communities abroad.

Gen Zs claimed the McDonald’s spot as their own by dubbing it as “The Sapphic Ad” - even the McDonald’s branch the spot was filmed in became known as “The Sapphic McDonald’s branch”. Through a proper understanding of local queer representation, McDonald’s culturally cemented itself as a staunch supporter of inclusivity.