Perfume ads can be really silly. And that has given Leo Burnett London fuel for its ad for McDonald’s new, high-end burger menu known as The Signature Collection.

The ad, Love Affair, parodies the over the top style of perfume ads – beautiful, dreamy, romantic…nonsensical, to highlight that this new McDonald’s collection is top end. Without taking itself too seriously.

Peter Heyes, creative director at Leo Burnett, commented, “We are very proud of our campaign for The Signature Collection, McDonald’s premium burger range. ‘Everyday luxury’ was a clear brief, and this campaign is not only dripping in luxury, but still full of that McDonald’s wit and charm. This balance was delicately struck by the wonderful Guy Manwaring from Sonny.”

The ad, which does a perfect job of imitating a perfume ad, concludes (aptly) with a version of the trendy cliché, Luxury, in a bun.

The TVC and cinema ad is running in targeted areas that are within the proximity of a McDonald’s restaurant that serves The Signature Collection. The campaign launched on August 23 and will run in three different bursts up until the end of 2017. Media buying is through OMD UK.