Ad of the Day: McDonald's Big Mac brings joy to the robotic monotony of a 2068 workplace
The Spanish celebration of McDonald's Big Mac’s 50th anniversary stars a lonely worker slogging through a futuristic nine-to-five in 2068 – a time when food may not look the same as now, but burgers still evoke a sense of nostalgia.
Big Mac 2068 begins with our bespectacled protagonist being awoken by a hologram alarm, before walking to work in the rain protected by a hands-free floating umbrella.
He goes through the morning battling irritations such as junk mail appearing as an AR display in his glasses and elevator small-talk from a Siri-like bot.
When it comes to lunch, he looks forlornly on his Tupperware of compact, space age ‘lentil stew’. However his gaze is diverted by his female co-worker, who flirtatiously mimes the action of eating a Big Mac.
A voiceover announces that “a lot can change, except the things that will never change”, while the line reads: ‘Welcome to the next 50 years of the Big Mac.’
The spot was created by TBWA Spain and directed by El Cangrejo at Lee Films.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up