McDonald’s Rallies for International Day of Peace.

Thanks to Burger King, you may (or may not) be aware that today is the United Nations’ annual International Day of Peace.

If you haven’t heard of the beef (pun intended), about one month ago, Burger King challenged McDonald’s to team up and create a “McWhopper,” a combination of the fast-food chains’ hamburgers, that would help raise money for Peace One Day. McDonald’s rebuffed the challenge in messages on Facebook and Twitter, but they would, “be in touch.”

#shadyfries.

What matters most is that McDonald’s has gathered a number of like-minded organizations to raise money to help the United Nations’ food program respond to the migrant crisis in Europe and the Middle East.

The company, along with companies like DreamWorks Animation, MasterCard and Facebook, will donate paid television airtime or access to digital media to promote the World Food Program, including through the use of a 30-second animated commercial narrated by the actor Liam Neeson.

The World Food Program is under increasing pressure to help respond to the millions of Syrians, Iraqis and others displaced from areas of conflict. Tens of thousands of migrants have fled to Europe, which has scrambled to respond to the influx. The World Food Program estimates that it will need more than $7 billion to deal with the various humanitarian crises this year, but expects to receive closer to $4 billion through its usual channels, which primarily include government aid.

In the new commercial, Mr. Neeson tells viewers that wars around the world have resulted in more refugees now than any time since World War II.

Check out the spot, which is pretty powerful, below.

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