McDonald’s latest brand platform ‘Fancy a McDonald’s?’ taps into the lighthearted moments of life that can be shared over a burger and fries.
The campaign, devised by Leo Burnett, aims to show how an invitation to get a McDonald’s is not just an invitation to enjoy the food, but to let go of life’s pressures and enjoy the company of friends and loved ones.
The launch ad, ‘Laughter’, takes a simple format – doing away with words in favor of a focus on laughter as the thread that unites the various groups of people featured in the spot.
Steven Howells, director of marketing and media at McDonald’s, says: “Our ‘Fancy a McDonald’s?’ platform invites the nation to let go of the daily pressures and expectations of life and savor a small but joyful moment of release. McDonald’s role in society is to enable our customers to simply enjoy, which has never been more relevant or important.”
Having worked with the brand for nearly 40 years, Leo Burnett has collaborated with McDonald’s on numerous campaigns, such as ‘Welcome Back’, which celebrated the excitement as McDonald’s reopened after initial lockdowns, and ‘Iconic Stacks’ and ‘Lights On’, which have just been awarded three Cannes Lions.
Speaking on its latest work, Leo Burnett’s executive creative director Mark Elwood says: “When someone says ‘Fancy a McDonald’s?’ it’s rarely an invitation you turn down. In this beautifully simple film, we show what taking a moment to let go of life’s pressures feels like through the simple joy of laughter. A McDonald’s can nourish the soul as well as the body.”
The 60-second spot will run across the summer in the UK and Republic of Ireland, with TVC, OOH and social elements, as well as a partnership with Global radio and a high-impact ambient OOH. All media has been planned and bought by the team at OMD.