The people who work the night shift often go unnoticed, toiling as road maintenance workers, hospital staff, supermarket stockers and other often thankless jobs. McDonald’s is shining a light on those unsung workers with a spot that appreciates their sometimes thankless efforts.
McDonald's and Leo Burnett London teamed up on ‘Night Workers’, celebrating the millions of people working throughout the night in the UK and Ireland that most of us never see, but are appreciated because of their hard work.
The spot starts with an alarm going off at 11pm as an invisible human is seen getting up and ready for the day. In each scene, the jobs that night workers do – including looking after patients in hospitals, maintaining roads, re-stocking supermarkets and driving cabs – are highlighted but the workers themselves are invisible.
As the spot reaches its end, a road crew walks through a McDonald’s doorway for a break and suddenly becomes visible in their safety gear. The spot emphasizes that the doors of McDonald’s are always open, ready to welcome them.
Created by director Sam Brown, the campaign builds on the platform idea of ‘If you’re awake, we’re awake’. The TV campaign is supported on social, radio and digital display which all convey the message that McDonald’s is always open for everyone.
Ben Fox, director of brand, experience and media at McDonald's UK & Ireland said: “With over 700 restaurants open 24/7, McDonald’s is a much-loved pit-stop for an army of people who work tirelessly through the night to keep the nation ticking over. From nurses, to taxi drivers and firefighters to road workers, this campaign celebrates those unseen, unsung heroes and the role McDonald’s plays in keeping them going.”
Chaka Sobhani, chief creative officer, Leo Burnett London added: “We’re so chuffed to be able to work with the very talented Sam Brown to bring to life this story of the night workers we all depend on and who keep the country ticking.”