McDonald's goes super kawaii in a new campaign that aims to recruit people from all walks of life to work at the restaurant in Japan. Part of the "Let's Become a Team" campaign, a new anime-style ad, "The Future Me," tells the story of Sumire, a college freshman who finds herself outside a Golden Arches, pondering a recruitment poster for part-time work. Her mind is made up when her senior schoolmate, who already works at McDonald's, sees her standing there and encourages her to join.
We then see Sumire struggling to get acclimated, fending off pesky school boys, tripping with an order of fries. She finally seems to have a handle on things as she lovingly presents a little girl with her takeaway. All the while, her more seasoned friend is there to encourage and guide her.
Things come full circle as the ad then cuts back to outside the restaurant, where a new girl, this time a high-schooler, stares at the samerecruitment poster. Sumire then reappears in the same spot her friend had been in, and this time, she's the one to beckon the newcomer to join. Super upbeat music adds to the film's joyful vibe.
The tagline then reads, "Mirai no watashi ni, tsunagatteru," which roughly translates to, "Connected to the future me."
From the storyline, and the campaign site, it looks as if more episodes are in the works, with others to star the high school girl, a young man who's looking to supplement his career as an entertainer and a housewife.
Although the ad depicts a sunny, storybook world we have yet to see at any McDonald's, it's a refreshing take on recruitment. The animation, no doubt, also removes us enough from reality to make it all the more enjoyable.
The animation was produced out of Studio Colorido, which has created ads for food brand Marukome and the Puzzle and Dragons mobile game.