| Title | MIDDLE SEAT |
| Brand | MCDONALD'S |
| Product / Service | DRIVE THRU |
| Category | A06. Retail, e-Commerce, Restaurants & Fast Food Chains |
| Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Idea Creation | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Production | SCOUNDREL Sydney, AUSTRALIA |
| Production 2 | LIQUID STUDIOS Auckland, NEW ZEALAND |
| Production 3 | BLOCKHEAD Auckland, NEW ZEALAND |
| Additional Company | MCDONALD'S NEW ZEALAND Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Damon Stapleton | DDB Group New Zealand | Chief Creative Officer |
| Shane Bradnick | DDB Group New Zealand | Executive Creative Director |
| Ben Pegler | DDB Group New Zealand | Creative Director |
| Zac Lancaster | DDB Group New Zealand | Art Director |
| Tom Cunliffe | DDB Group New Zealand | Copywriter |
| Judy Thompson | DDB Group New Zealand | Executive Agency Producer |
| Rosie Grayson | DDB Group New Zealand | Senior Agency Producer |
| Justin Mowday | DDB Group New Zealand | CEO |
| Mitch Young | DDB Group New Zealand | Business Director |
| Demi Nielsen | DDB Group New Zealand | Senior Business Manager |
| Anna Gunnell | DDB Group New Zealand | Senior Planner |
| Adrian Shapiro | Scoundrel | Executive Producer |
| Tim Bullock | Scoundrel | Director |
| Crighton Bone | Scoundrel | DOP |
| Adam Wills | Scoundrel | Editor |
| Jonathan Hughes | Franklin Road | Music Licensing |
For one young girl, life in the middle seat of the car takes a turn for the better when a bag of Macca's is placed temptingly within reach: Three kids pile into the back seat of a car, squished in uncomfortably, the youngest forced into the middle seat. The poor kid in the middle accepts her fate like a champ, every corner being crushed on both sides and somehow dealing with stray elbows and pointy adolescent shoulders with little more than a frown. She gets the worst of every journey, from the seat nobody wants. But the struggle eventually gives way to good fortune. When the family stops off at the Macca's drive through, a large bag of fresh fries is plonked down between the centre arm rests. She reaches in and grabs one, smiling – the middle seat just became the best seat in the house.