So what could have been done in the McDonald’s video to make it better?
One possibility (staying on the same track) is to show how the employees have been using video calls on the phone (effort). Perhaps they can approach their supervisor to appeal for the use of a computer. THEN McDonald’s supports them by going beyond and setting up the projection for them.
Perhaps we can also zoom in to the problem of not having interacted with the one-year old child for a year. The father can make a french fry disappear and the mum can make one appear on the other side for the kid to “receive” the present.
Adding these efforts to overcome the obstacle provides the “conflict” that makes the payoff valuable. And McDonald’s brand value will grow in the minds of the audience.