McDonald's: All Day Egg McMuffin by TBWA\Paris

Customers will now no longer have to race across town to get to McDonald's before the clock strikes and Egg McMuffins go off the menu, as they will now be available all day long.

McDonald's and TBWA\Paris have released a film to mark the occasion, which is executed with as much creative panache as we've come to expect from the partnership.

Building from the idea of 'softness,' the film seeks to awaken the senses and make the mouth water.

With artistic close-ups that give Marks & Spencer Foods ads a run for their money, the spot sees a montage of slow-motion shots that magnify the ingredients of McDonald's Egg McMuffin.