Description
A mother knows best – especially Asian moms. And we’re reminded of that in this lighthearted campaign from the IW Group to launch McDonald’s new chicken menu item McCrispy Strips.
The spot titled ‘Proper Way’ is a classic portrayal of an Asian American family enjoying a meal – where children are scolded, ancestors are referenced, and a mom’s secret is revealed.
In the film, the chicken strips are paired with the all-new Creamy Chili Dip. But according to mom, it’s just one way to savor the delicious chicken, as she boldly tells her family there are many other ways to enjoy them. Charming banter plays out between mom and her three children, while grandfather (played by Tzi Ma – Rush Hour, The Farewell, and Mulan fame) suspiciously naps at the dining table doing his best impression of a Weekend at Bernie’s.
McCrispy Strips marks the leading fast food chain’s first permanent menu addition in several years. The all-white meat chicken strips feature a crispy, golden-brown breading, seasoned with black pepper and are served with a brand-new Creamy Chili Dip, a savory, sweet, and tangy sauce designed to complement the strips. Customers can order them in three or four-piece servings, with the option to also pair them with McDonald's other signature sauces.
The campaign launches in spot markets around the US.
This professional campaign titled 'Proper Way' was published in United States in May, 2025. It was created for the brand: McDonald's, by ad agencies: IW Group and Tiger House Films. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted about 1 month ago.
Credits
Client: McDonald’s
Agency: IW Group
SVP, Chief Content Officer: Telly Wong
VP, Group Account Director: Suzie Bao
Copywriter: Telly Wong / Sophia Zolan
Art director: Jana Viray
Producer: Sharon Gao
Director of Production / EP: Hugh Bacher
Head of Production: Sid Kim
Chief Momentum Officer: Nita Song
Chief Connectivity Officer: Bill Imada
Production Company: Tiger House Films
Director: Patrick Tom (Liberum13)
DOP / Cinematographer: Martin Moody
EP / Producer: Jason Kent Carpenter
LP / Producer: Justin Bell
Assoc. Producer: Jessica Schrader
Production Coordinator: Yesha Hayes
Script Supervisor: Tai Weinman
2nd AD: Sasha Wulf
PA / Truck Driver: Ryan Denman
PA: Terrance Duncan Jr.
Storyboard Artist: Sabrina Deigert
B Cam Op: Chuck Schwarzbeck
ACam 1st AC: Jeremy Wellhausen
BCam 1st AC: Robert Royds
2nd AC: Maud Laurent
BTS Video / Stills Photographer: Irina Logra
DIT / Zoom: Lilo Feldman
Add AC / Playback: Rebeca Sandval
Gaffer: Derek Rittenhouse
BBE: Matt Biggs
Electrician: Gabor Kovacs
Key Grip: Chris Bond
BBG: Anne Williams
Grip / Driver: Aaron Bennett
Sound Mixer: Bobby Vonghom
Boom Op: Marvin Torres
HMU / Wardrobe: Luca Buzas
HMU: Jenny Karl
Production Designer: Joe Myers
Set Dresser: Sean Genrich
Food Stylist: Darren DeJesus
Asst.Food Stylist: John Anthony Galang
Assist Food Stylist: Val Navarro
Assist Food Stylist: Matteo Rosato
Lead Editor: Jason Ken Carpenter
Colorist: Elias Nousiopoulos
VFX: Patrick Lomantini II
Talent: Tzi Ma, Joan Wong, Annie Lee, Iris Liu,
Nathan Xia
