McDonald’s and Leo Burnett have launched the ultra-emotive Christmas magic child story we all know and love. The campaign rewrites the meaning of Christmas lists in a year when spending is a concern for so many. The 90-second hero film introduces the idea that instead of being about material objects, McDonald’s Alternative Christmas List is made up of a series of experiences that bring families together to enjoy small but meaningful moment of magic.

The film was directed by by Academy Award winner, Tom Hooper, known for acclaimed hits like The King’s Speech and Les Miserables. The commercial launched in cinemas alongside Black Panther’s Wakanda Forever and on TV on November 13 during ITV’s I’m a Celebrity, Get Me Out of Here!. The soundtrack, recorded by Becky Hill, is a really enchanting rendition of Yazoo’s famous track, Only You.

But the centre of the campaign is the Alternative Christmas List mobile experience, which launched on November 14 in the UK. The List invites fans to enjoy six unique experiences, released weekly in the build up to Christmas. Every experience on The Alternative Christmas List has been created to enhance a shared family moment, and the experiences will include things like McDonald’s festive pjs and jumpers for the ultimate night in on Christmas Eve, a touring festive photobooth and McDelivery Christmas carollers and a festive audio books for those families driving home for Christmas.

#ReindeerReady is now in its sixth year. The creative platform has grown year on year and has helped McDonald’s find its place among the Christmas festivities. #ReindeerReady is all about shared traditions and rituals, this year’s iteration celebrates family time – more important this year than ever before after a challenging few years.

The Red Consultancy led activations, experiential and PR. OMD handled all media planning and buying. CRM is by Armadillo and Linney and all point of purchase activity and competitions by TMS.

A festive food campaign will underline the campaign, bringing back the Big Tasty, Festive Pie, Cheese Melt Dippers, Celebrations McFlurry, Hot Chocolate Deluxe, as well as new McCafé product, the Caramel Waffle Latte.

Chaka Sobhani, chief creative officer at Leo Burnett UK and Global, stated “We can all get a bit carried away by the excitement of Christmas, but we all know it’s those small moments with loved ones that matter the most. We hope the Alternative Christmas List taps into that, particularly in such a difficult year, and gets people up and down the country proper reindeer ready.”