McDonalds: Love Affair by Leo Burnett London

Leo Burnett London has taken inspiration from the beautiful but ludicrous world of perfume advertising to promote McDonalds' new, high-end burger menu known as The Signature Collection, in an ad entitled ‘Love Affair’.

The Signature Collection is McDonalds' gourmet range of burgers and Leo Burnett sought to demonstrate that this was a premium offering, while retaining the brand’s sense of humour and fun.

The ad appears at first to be telling the all-too-familiar perfume commercial tale of a stolen moment between lovers, complete with billowing curtains and windblown hair. Sadly, for the man in this story, the woman is actually in love with her Signature Collection burger.

By using the language of luxury goods advertising, even with a humorous twist, the campaign highlights the step change that The Signature Collection represents for McDonald’s.