Leo Burnett London has produced some of McDonald’s most emotive stories. This commercial is emotive, contagiously emotive. But it’s not a story. It’s a montage of McDonald’s customers letting go and having a giggle. It taps into the mood of the moment as the UK begins to let go of the seriousness of lockdown life and makes McDonald’s the “good time” place. Wrapped into its layers too, perhaps, is the idea of letting go of food no-nos and just enjoying a burger and shake.

The commercial introduces new brand platform, Fancy a McDonald’s?.

Mark Elwood, executive creative director at Leo Burnett, stated, “When someone says ‘Fancy a McDonald’s?’ it’s rarely an invitation you turn down. In this beautifully, simple film, we show what taking a moment to let go of life’s pressures feels like through the simple joy of laughter. A McDonald’s can nourish the soul as well as the body.”

Steven Howells, director of marketing and media at McDonald’s, commented, “Our Fancy a McDonald’s? platform invites the nation to let go of the daily pressures and expectations of life and savour a small but joyful moment of release. McDonald’s role in society is to enable our customers to simply enjoy, which has never been more relevant or important.”

The first instalment of the campaign will run throughout the summer in the UK and Ireland, with TV, out-of-home and social media advertising, as well as a partnership with Global Radio.

Credits:

Agency: Leo Burnett London
Creative Directors:  Andrew Long & James Millers
Creative: Joe Miller

Production Company: Academy Films
Director: Billy Boyd Cape

Media: OMD