Sometimes I like to swing past Maccas (or McDonalds, if you’re not an Aussie) for a coffee on the way home from school drop-off.

Like a little made it through the morning and got 2 kids out the door treat.

Which is where I came across a version of a help wanted sign that was compelling enough for me to whip my phone out in the toilet cubicle and snap a pic…

This is the kinda big narrative-shifting idea that sticks.

It’s compelling because rather than lead with the obvious “help wanted” or “we’re hiring” they’re positioning working at Maccas as a way to make friends.

It’s not just a job or some work experience or a paycheque (ie. the existing, snore-inducing narratives)

It’s something that feeds into an innate desire for social contact.

And playing into that could also help attract the kinda people who want to be around others, and repel those with a low desire for social contact (who might not enjoy the team work part of the job).

The body copy then leaves room for (and normalises!) the different goals applicants may have — getting your first job, making some cash before you land your dream job or turning it into your career.

(The only edit I’d make is shifting from “a job” to “your job” to bring in that sweet sense of ownership and slight future-pacing.)

It even closes out with the line “See what we can do for you”, implying that Maccas has something to offer YOU, rather than the common job ad tone of “you’d be lucky to work here, you piece of trash.”

This copy is good. Exceptionally good.

But most importantly, this swipe shows that it’s not just your marketing copy that can benefit from a good idea.