McDonald's new U.K. campaign for the Big Mac (its first in the country for six years) features a couple of normally smooth-talking professionals -- an attorney and a high-end realtor -- who have Big Mac on the brain as they're trying to go about their work. The lawyer is trying to give a press statement about his client, but can't stop adding in words such as "cheese" "beef" and "special sauce". In the second spot, the realtor is trying to show a glamorous couple around a luxurious mansion, but can't keep mention of the ingredients out of his sales patter. The reveal is that they've been distracted by images of Big Macs. The tagline is "The Big Mac. See One. Want One". The spots, by Leo Burnett London, were directed by Fredrik Bond at Sonny.
The campaign will also be accompanied by outdoor ads on the same theme, offering consumers either apologies for causing them to be late, or excuses to be used because they are going to be late, due to the detour they are now going to have to make to McDonald's. They will include executions tailored to road and rail commuters as well as bespoke executions calling out local locations.