McDonald's gives us a new take on the expression "up sh*t creek without a paddle" in its latest U.K. ad for its Chicken Legend meal, featuring a kayaker about to compete in a white water course who stupidly drops his oar.

He immediately spins around but despite this, he manages to complete the course backwards and go through all the gates (and anyone who's watched kayaking in the Olympics knows that this is quite a feat, even with a paddle).The idea is that he's a "legend" and therefore deserves a "Chicken Legend" afterwards.

The spot is by Leo Burnett London and was directed by Andy McLeod at Rattling Stick. It's running for seven weeks on TV, in cinemas and online, supported by OOH, press, social and digital display media.