McDonald’s pays love at first bite tribute to its Steakhouse Stack
McDonald’s is intent on making audiences fall in love with a tottering tower of steak patties loosely mortared together with mayonnaise and salad.
The jawbone-dislocating feast in a bun is the subject of a new film by Leo Burnett, which slows the world of fast food down to a sensuous crawl through the depiction of a variety of customers savouring their first bite.
Already available in restaurants the latest menu item is the hero of a series of lingering takes as people savour the moment to drop what they’re doing and tuck in, including the obligatory finger-sucking.
In a statement, McDonald’s wrote: “The film highlights everything fans love McDonald’s: the juicy tender patties, the soft bun… The Steakhouse Stack has all of that, plus a few extra ingredients for an even more indulgent flavour. It’s everything you’d want in a great McDonald’s beef burger, and then some.”
The short film will be backed up by radio, social, digital, press and OOH appearances.
Leo Burnett previously raised eyebrows with an advert that studiously avoided mention of either a McDonald’s restaurant or its food.
Campaign name: Steakhouse Stack
Client: McDonald’s UK
Advertising agency: Leo Burnett UK
Chief creative officer: Chaka Sobhani
Executive creative director: Mark Elwood
Creative director: James Millers, Andrew Long
Creative: Owen Jenkins, Helen Rogerson
Creative director of design: Dave Allen
Head of planning: Tom Sussman
Senior planner: Elly Fenlon
Business director: Jay Perry
Account director: Sam Cowley
Account manager: Florence Potter
TV producer: Graeme Light
Project manager: Laura Taylor
Media buying agency: Omd
Media planner: Lewis Michael
Production company: MJZ
Director: Joy Kilpatrick
Producer: Nicola Dempsey
Editor: John Mayes of Marshall Street Editing
DoP: Alex Barber
Colourist: Stef Perry of Framestore
Post-production company: Framestore (Darran Nicholson/Flame)
Sound engineer: Jake Ashwell of 750MPH
Photographer: Scott Grummett