Much of the Big Mac 50th anniversary work we've been seeing from around the world has focused on looking back 50 years; like Leo Burnett's nostalgic time-travel ad for McDonald's U.K., and TBWA's colorful posters that juxtapose life in 1968 with life in 2018. But a commercial from the fast-feeder's Spanish agency, TBWA Spain, tries to look forward and imagine what life will be like in 50 years time.
The futuristic spot features a guy going to work in a gleaming white office in Madrid, 2068. It has fun with the idea that while many things are different--like just having to tap your wrist to open an umbrella, or waking to a hologram alarm featuring your mom--some things never change. Our hero still gets splashed by cars in the rain, and he still gets bored at work (despite the amazing technology) and has a sneaky look at the soccer results. Oh, and despite being apparently forced to eat a dried cube of lentil stew for lunch, it's still possible to go out for a Big Mac with a hot co-worker.
El Cangrejo of Lee Films directed the spot.