Leo Burnett London illustrates how McDonald’s new services help facilitate everyday moments and experiences, in a new suite of ads.
The campaign aims to illustrate that as the world moves faster and customers' lives continue getting busier, every moment is valued. McDonald’s latest services aren’t solely about technology, they’re about making it that little bit easier to enjoy the things you love and the small, life affirming moments that matter.
There are three television executions in the new campaign, each of which focuses on a different McDonald’s service: table service, the app and ordering screens.
‘Hands Full’ breaks on May 12th. It shows a young couple adjusting to life with a newborn baby and all the paraphernalia that comes with parenthood. After contending with a pushchair and bags, they arrive at McDonald’s where a McDonald’s crew member approaches them to suggest they make use of table service – a lovely little extra that allows them to sit back and relax.
Launching on the same day, ‘Grown Up’ highlights McDonald’s ordering screens while showing a dad and his young daughter enjoying a day out together.
The final TV ad, ‘It Must Be’, follows the story of a budding romance between two teenagers with the McDonald’s app playing a role in breaking the ice.
The television ads are supported by four radio commercials - also based around the small, understated moments facilitated by the new services - and a playful social campaign.
Creative Directors Luke Boggins and Dan McCormack said: “This is about everyday moments elevated thanks to good old customer service - and innovation based on humanity rather than technology for technology’s sake. A series of true to life vignettes showcase how new customer convenience measures afford you a bit more time to enjoy life’s special moments.”
"It’s a campaign which adds genuine emotion and delight to functional services.”
Marie Emery, Senior Marketing Manager at McDonald’s, said: “Bringing good times to our customers is a key part of the McDonald’s offering and, thanks to our latest convenience services, these are now made that little bit easier. The suite of ads created by Leo Burnett aim to showcase these services through the little everyday moments which they help to facilitate.”
Creative Agency: Leo Burnett London
Producer: Graeme Light
Production Assistant: Alex Taylor
Account Executive: Laura Taylor
Creatives: James Millers and Andrew Long, Graham Lakeland
Planning Director: Max Keane
Board Account Director: Victoria Reiz