Leo Burnett and McDonald’s have a long history of creating ads that grab your heart and hold it in their hands. Familiar stories about real life that make everybody laugh and/or cry – and do a fine job of giving McDonald’s a welcome place in the everyday. Leo Burnett London has added to this collection with its new Macca’s campaign, which shows that as the world moves faster and customers’ lives continue getting busier, every moment is valued.
As a fast food chain, McDonald’s is perfectly positioned to fit into this space.
The aim of the campaign is to give McDonald’s a purpose. To show that its latest services aren’t solely about technology, “they’re about making it that little bit easier to enjoy the things you love and the small, life affirming moments that matter,” Leo Burnett noted.
There are three television executions in the new campaign which broke on May 12, each of which focuses on a different McDonald’s service: table service, the app and ordering screens.
Hands Full slots McDonald’s into the world of young couple adjusting to life with a newborn baby and all the paraphernalia that comes with parenthood.
https://youtu.be/e2JlDDQJ5_E
Grown Up highlights McDonald’s ordering screens while showing a dad and his young daughter enjoying a day out together.
https://youtu.be/aMKCvhRzxvE
It Must Be follows the story of a budding romance between two teenagers – with the McDonald’s app playing a role in breaking the ice.
The television ads are supported by four radio commercials, also based around the small, understated moments facilitated by the new services, and a fun social campaign.
Leo Burnett London creative directors, Luke Boggins and Dan McCormack, commented, “This is about everyday moments elevated thanks to good old customer service – and innovation based on humanity rather than technology for technology’s sake. A series of true to life vignettes showcase how new customer convenience measures afford you a bit more time to enjoy life’s special moments.
“It’s a campaign which adds genuine emotion and delight to functional services.”
Marie Emery, senior marketing manager at McDonald’s, added, “Bringing good times to our customers is a key part of the McDonald’s offering and, thanks to our latest convenience services, these are now made that little bit easier. The suite of ads created by Leo Burnett aim to showcase these services through the little everyday moments which they help to facilitate.”
Credits:
Agency: Leo Burnett London
Chief Creative Officer: Chaka Sobhani
Creative Directors: Dan McCormack & Luke Boggins
Creatives: James Millers & Andrew Long, Graham Lakeland
Board Account Director: Victoria Reiz
Account Director: Bethany Watts
Account Manager: Gracie Smith
Account Executive: Laura Taylor
Agency Producer: Graeme Light
Production Assistant: Alex Taylor
Planning Director: Max Keane
Planner: Caitlin Morley
Production Company: Rattling Stick
Director: Sara Dunlop
Producer: Tess Mitchell
DoP: Magnus Joenck
Editor: Bill Smedley @ Work Editorial
Audio House: 750MPH
Sound Engineer: Sam Robson
Post Production: MPC
VFX: Mark Stannard
