People raise their eyebrows in the manner of the Golden Arches to signal that it's time for a McDonald's in a playful new commercial for the brand running in the U.K.
The digital campaign, created by Leo Burnett London, was shot by the top British director Edgar Wright ("Baby Driver" and "Hot Fuzz") via Moxie Pictures. Wright brings a joyous, rebellious feel to proceedings as a bunch of bored office workers use a secret code of eyebrow raises to communicate to each other that it's time for a McDonald's.
It starts with two co-workers (who perhaps get the idea subliminally from a colleague dressed in red and yellow, although it seems she's actually the last person to catch on), then spreads to the entire office as they head out for a McDonald's break. The soundtrack, "Oh Yeah," by Yello, well-known from "Ferris Bueller's Day Off," adds to the idea of an illicit getaway.
According to a press release, it's "the first ever McDonald’s film to not feature a McDonald’s restaurant or the food." The ‘Fancy a McDonald’s’ invitation will continue on social media, as McDonald’s call on employees, brand fans and influencers to get involved in the eyebrow-raising action in an activation led by The Red Consultancy. Snapchat and Instagram lenses will also support the campaign: the lens will raise the user’s arches, allowing McDonald’s fans to share and invite their friends to get a McDonald’s.
There will also be in-restaurant digital takeovers, transforming the McDonald’s Golden Arches sky signs at two restaurants into the raised arches version of the logo. The ‘M’ will be cropped and animated, moving in a way that replicates the eyebrow-raise shown in the film.
"An invitation to McDonald’s is an opportunity to put our responsibilities aside and enjoy a little lift.," said Chaka Sobhani, chief creative officer at Leo Burnett U.K. and global. " And we hope Raise Your Arches does exactly that, allowing everyone to momentarily let go of life’s pressures and enjoying a Maccers."
"We were beyond excited to work with the brilliant Edgar Wright to bring this idea to life – from the visual look and feel he creates to what he does with music and choreography, he’s got that knack of making work that grabs your attention for all the right reasons," she added, while Wright commented: “As soon as I read the script I was like, “Oh, I love this song, I love this premise. This will be a lot of fun.”