McDonald’s Philippines explores what AI cannot replicate in latest fries campaign via Leo Manila

Manila, Philippines – McDonald’s Philippines is putting the spotlight on the human side of its iconic World Famous Fries in its latest campaign, introducing an AI pop star named Chip to explore why some experiences remain beyond technology’s reach.

Created with Leo Manila, the campaign, “AI Wanna Taste It,” follows Chip, a curious AI character fascinated by the way people connect over McDonald’s Fries. 

Through a music video released following National Fries Day, the campaign contrasts AI’s ability to analyse human behaviour with its inability to experience simple pleasures such as sharing food, satisfying a craving, or creating memories.

The campaign is built on the insight that while artificial intelligence can interpret vast amounts of consumer data, it cannot replicate the emotions and experiences that have made McDonald’s Fries a familiar part of everyday life.

Ada Almendras-Lazaro, Chief Marketing Officer at McDonald’s Philippines, said the idea emerged from the enduring popularity of the brand’s fries.

“For generations, McDonald’s Fries have been part of everyday moments that people genuinely look forward to – so much so that in the age of AI, we now have an abundance of data that points to one undeniable truth: humans love McDonald’s Fries.”

Almendras-Lazaro added, “This led us to an interesting tension: technology can analyse those moments, but it can never actually experience them. That’s what inspired this idea: McDonald’s Fries are so good, even AI wants them.”

Raoul Panes, Chief Creative Officer at Leo Manila, added that the campaign began by examining what AI would discover if it could study the rituals and conversations surrounding the product.

“The campaign idea started with the strength of the product. We asked ourselves: if AI could study every conversation, craving, ritual and memory surrounding McDonald’s Fries, what would it discover? That question eventually led to an AI character we fondly call CHIP, through whose eyes we celebrate the uniquely human enjoyment behind every fry moment.”

Chip will continue appearing across McDonald’s Philippines’ social media channels in the coming weeks as the character learns that enjoying fries is tied not only to taste but also to the people and moments that surround them.

Margot Torres, Managing Director of McDonald’s Philippines, said the campaign highlights how shared experiences remain constant despite advances in technology.

“What we love about this idea is that it starts with a truth people already know. Our fries have been part of countless moments in people’s lives. While technology may change how we live, the connections we share, the memories we create, the simple moments we look forward to – these remain timeless.”

As part of the campaign, McDonald’s Philippines is also dedicating every “Fryday” from 17 July to 28 August to promotions centred around its World Famous Fries.

Directed by Joel Limchoc of Film Pabrika and featuring music by Loudbox Studios, the campaign combines live-action filmmaking with AI production techniques.