McDonald's sets out to a dispel an urban myth -- that the eggs in its Egg McMuffin are somehow fake.

For McDonalds U.K., the ad opens with a shot of a factory where they're feeding a white and yellow cylinder into some kind of 3D egg printer. We then meet a young woman wondering about her McMuffin as she looks at the distinctively flat egg. A McDonald's staff member hovers cleaning up in the background, and the voiceover tells us that "if he had a penny for every time he'd heard that..." as we cut to him him tap dancing as coins fall from the sky around him.

The ad then moves to a real-life McDonald's chef with real eggs preparing them for cooking, and, after a brief "interview" with some chickens, we're reminded that there's a "real, freshly-cracked free-range egg" in every McMuffin.

Leo Burnett London created the spot, part of its ongoing "Good to know" campaign which emphasizes the provenance of its ingredients. It's a brave move to tackle the McMuffin eggs' somehow plasticky appearance head on, but it goes some way towards the kind of authenticity today's consumers are looking for.