"Everybody Hates Chris" Actor Stars In McDonald's Campaign On New Refills

Almost ten years after the end of "Everybody Hates Chris," Tyler James Williams receives daily on his social media profiles loads of comments from Brazilian fans alluding to the many episodes that became a hit in the South American nation. Any post by the actor prompts thousands of answers with unforgettable sentences said by the show’s characters. With that in mind, McDonald’s did not think twice before inviting the American actor to interact with Brazilian audiences through the #TodoMundoAmaRefil campaign (#EveryoneLovesRefills), showing that repetitions can be even better.

In partnership with DM9DDB, the brand created a series with the actor to promote the new soda refill, offered in major McDonald's locations in Brazil since April 9. The action received a warm welcome by Tyler’s (Chris’s?) followers and has registered about 356,000 views, almost 100,000 likes and 18,000+ comments.

“Riding on memes or themes that are hot on the internet is a sure way to insert companies into conversations in digital media. What we are now doing with Tyler/Chris has a more proprietary approach, bringing the essence of the repetition of comments to the repetition of drinks with the new McDonald's Refill," said Paulo Coelho, co-president and CCO of DM9DDB. "We entered the playful game on the actor’s social media profiles naturally and the audience joined in, even though it was clearly an advertising piece. This is smart digital communication,” he added.

The spot was directed by Rafael Nani and produced by Bizzu Conteudo.