McDonald’s launches new brand platform, ‘Fancy a McDonald’s?’ today with a campaign that celebrates the authentic role McDonald’s plays in our everyday lives and reminds us all that, amid life’s pressures, we all need moments of light-hearted release.

The ‘Fancy a McDonald’s?’ platform, devised by Leo Burnett, aims to show how an invitation to get a McDonald’s is more than an invitation to enjoy delicious food, but to let go of life’s pressures and just enjoy.

The launch ad, ‘Laughter’, adopts a simple yet powerful tone, doing away with words in favour of a focus on laughter as the thread that glues the human experiences people share with one another.