You can now eat McDonald's Egg McMuffin for breakfast, lunch and dinner if you so wish

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 the McDonald's Egg McMuffin.

TBWA\Paris and McDonald's partnership is proving to be one of the more enduring brand-agency partnerships in the industry. The agency has been supporting McDonald's since 1985.

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