This gritty, cinematic :60 introduces us to a group of African-American teenagers hanging out on dark inner city streets. We follow them past a wall with graffiti that reads, “no future.” The group then begins hatching a plan. With spray cans in hand, they disperse into the night, leaving the viewer to assume that they’ll be venting frustration and negative feelings with graffiti throughout the neighborhood.
The scenario takes an unexpected turn when the teenagers begin to paint uplifting words–like ‘joy,’ ‘hope,’ and ‘dreams’–transforming building facades and dumpsters into artful canvases with positive messages. The group of young men put the finishing touches on a large mural of the city skyline with the word “love” above it. As they admire their work a friend arrives with breakfast from McDonald’s – and sharing the meal becomes part of the celebration of their achievement.
Titled “Good Things,” the commercial closes as daybreak comes, bathing the city in golden light as a father and son happen upon the mural. They smile, appreciating what these young people have created. The boy’s face appears in the center of a heart, and we see the McDonald’s arches in rainbow colors above the tag, ‘I’m Lovin’ It,’ and a link to 365.black, a McDonald’s website hosting the Youth Awards, which was established to recognize black teens who make a difference within their communities through vision, compassion and diligence.
Joe Pytka of PYTKA directed the spot for Burrell Communications. Bob Ackerman of The Colonie served as editor. The story unfolds to the track “Inner City Blues” sung by Marvin Gaye.
