McDonald’s UAE has launched a new campaign that flips the traditional fast-food narrative by acknowledging a common cultural truth: McDonald’s may not be the go-to choice for a first date – but it often becomes the place for every other one.
Developed in collaboration with FP7McCann Dubai, the campaign is anchored in the insight that love and connection are rarely about grand gestures or first impressions. Instead, they’re formed in everyday settings – places of comfort, familiarity, and authenticity.
The campaign film and accompanying visuals depict couples across different life stages – a young pair sharing laughs, a family navigating time together, and an older couple enjoying the ease of long-term companionship. Each visual is accompanied by the tagline: “Not for the first date. But for every other one.”
This creative approach positions McDonald’s as a space where relationships evolve naturally, away from the pressure of perfection. The film captures unfiltered, relatable moments – sharing fries without asking, wiping ice cream off a nose, or laughing over a mixed-up order – everyday rituals that define long-term affection more than formal dining ever could.
“This campaign is about embracing real connections, the kind that go beyond first impressions and unfold in everyday moments,” said Hassan Abouezzeddine, Senior Marketing Director at McDonald’s UAE. “McDonald’s UAE has always been a place where people can be themselves, share meals, and create lasting memories. This campaign highlights that familiarity, comfort and connection.”
Rather than leading with aspirational imagery or polished portrayals of romance, the creative direction leans into what happens after the nerves fade – when relationships shift from performative to personal. The message: while McDonald’s might not be chosen for the high-stakes first date, it becomes the backdrop for all the dates that matter most.
Federico Fanti, Chief Creative Officer at FP7McCann Dubai, added: “McDonald’s UAE took a simple cultural truth and turned it into a heartfelt celebration of love, not just as a fleeting moment, but as an ongoing journey. Because relationships aren’t built on first dates – they’re shaped by every date that follows.”
By turning a perceived shortcoming into a brand truth, McDonald’s reframes its place in the cultural conversation around modern relationships. The result is a campaign that feels more emotionally honest and grounded – highlighting how brands can engage audiences through self-awareness, storytelling and human connection.
Credits
Creative agency: FP7McCann Dubai
Chief Creative Officer: Federico Fanti
Executive Creative Officer: Nayaab Rais
Senior Creative Director & Head of Art: Paulo Engler
Creative Director: Jonathan Cruz
Associate Creative Director: Liam Galt
Senior Copywriter: Diego Fernandez-Cid
Senior Art Director: Arthur Melo
Senior Art Director: Roy Sebastian
Creative excellence
Global CCO: Javier Campopiano, McCann Worldgroup
Global ECD & CCO Europe: Adrian Botan, McCann Worldgroup
Global Product Excellence Director: Carmen Bistrian, McCann Worldgroup
Creative Excellence Senior Manager: Lara De Souza, MCN
Production
Motion Designer: Kaue Akimoto, FP7 McCann Dubai
Video Editor: Murilo DePaula, FP7 McCann Dubai
Senior Retoucher: Amit Borawake, FP7 McCann Dubai
Production Assistant: Tanvi Cherian, FP7 McCann Dubai
Photographer: Mazen Abusrour, BIGSEA
Executive Producer: Serge Asaad, BIGSEA
Account management
Managing Director: Tarek Ali Ahmad, FP7 McCann Dubai
Head of Business Leadership: Sana Omran, FP7 McCann Dubai
Account Director: Karim Takieddine, FP7 McCann Dubai
Account Manager: Maryam Aqueel, FP7 McCann Dubai
Client
Senior Marketing Director: Hassan Abouezzeddine
Senior Marketing Consultant: Osama El Chamaa
Senior Marketing Consultant: Reem Bitar
