A girl rediscovers her imaginary friend in McDonald's Christmas ad
The U.K.'s continuing 'Reindeer Ready' campaign also includes an augmented reality element
Editor's Pick
McDonald's continues its "Reindeer Ready" holiday campaign in the U.K. for the fourth year running, this time with an emotive spot about a girl and her imaginary friend.
The little girl, Matilda, bonds with her lovable monster friend Iggy over the Christmas ritual of leaving out carrots (or McDonald's branded holiday "Reindeer Treats") for Santa's reindeer. Meanwhile, he gives her confidence—for example encouraging her as she performs a holiday show for relatives. As she grows up, her imaginary friend fades away, but then she's reminded him of again by a little kid at McDonald's waving a carrot at an imaginary creature. She rediscovers him hiding in her closet (there's some kind of Freudian metaphor there) and the film ends with her putting out carrots again for the family.
While it's not the first time we've seen imaginary friends in Christmas ads (notably John Lewis's Monty the Penguin and Moz the Monster, who bears a passing resemblance to Iggy), thanks to nice performances and a well-chosen music track, a cover of Cyndi Lauper's "Time After Time," by Mabel, the spot is suitably heart-tugging. The directors are Bert & Bertie of Object and Animal.
The soundtrack is available for download, with 10 pence from each sale going to McDonald’s charity partner, FareShare. As part of this partnership McDonald’s will also be paying for the redistribution of food for the equivalent of five million meals to families in need.
Leo Burnett also developed an augmented reality experience for parents to capture the moment a reindeer enters their home and eats the “Reindeer Treats” left out by their children, giving them a video to share with their children on Christmas morning. There will also be a 25-day countdown advent calendar for families to use, offering daily content like “How to” crafting videos, colouring sheets, games and more.
“We’re lucky in this industry to be encouraged to be childlike and live in our imaginations," said Chaka Sobhani, global chief creative officer, Leo Burnett, in a statement. "But for most people, as we grow up, the pressures of life can mean we often forget how to remember those things that made us dream and believe. Luckily, small but meaningful rituals—like leaving carrot sticks out for the reindeer—can sometimes be all it takes to reignite that festive belief."
Meanwhile, for those who want a different take on imaginary friends set to Cyndi Lauper covers, see Dutch e-retailer Bol.com's brilliant twist on the holiday ad here.
Credits
- Date
- Nov 12, 2021
- Client :
- McDonald's-UK
- Agency :
- Leo Burnett-London
- Chief Marketing Officer S.V.P :
- Michelle Graham-Clare
- Director of Marketing :
- Steve Howells
- Head of Marketing Affinity Family & Trust :
- Chloe Bissell
- Head of PR and social media :
- Louise Page
- Brand Manager :
- Amber Myers
- Campaign Assistant :
- Maxime Van de Riet
- Creative Agency :
- Leo Burnett Studio
- CCO :
- Chaka Sobhani
- Creative Director :
- James Millers
- Creative Director :
- Andrew Long
- Creative Team :
- Cristina Rosique Gomez
- Creative Team :
- Amy Bushill
- Head of Planning :
- Tom Sussman
- Planning Director :
- Hamish Cameron
- Planner :
- Thomas Schofield
- Client Partner :
- Sam Houlston
- Account Team :
- Steph Bates
- Account Team :
- Alex Light
- Account Team :
- Nicola Kuan
- Account Team :
- Carys Parry
- Project Director :
- Siobhan Mulcahy
- Head of TV Production :
- Graeme Light
- Media Buying Agency :
- OMD
- Production Company :
- Object & Animal
- Director :
- Bert & Bertie
- Producer :
- Lucy Gossage
- Editor :
- Eve Ashwell
- Editor :
- The Assembly Rooms
- Lighting cameraman/ Director of Photography :
- James Whitaker
- Casting Director :
- Hammond & Cox
- Recording Studio :
- Sam Ashwell
- Recording Studio :
- Jake Ashwell
- Recording Studio :
- 750mph
- Post-Production :
- Framestore
- VFX Supervisor :
- Jules Janaud
- 2D Supervisor :
- Christian Baker
- CG Supervisor :
- Jay Khan
- Animation Supervisor :
- Brad Silby
- Colorist :
- Steffan Perry
- Flame :
- Darran Nicholson
- Producer :
- Alexia Paterson
- Producer :
- Sophie Harrison
- Production Coordinator :
- Chloe Dunn
- Production Assistant :
- Poppy Chadwick
- Account Team :
- Laurence Ruthven
- Account Team :
- Patrick McDermott
- Media Planner :
- Becky France
- Media Planner :
- Jess Bates
- Media Buyer :
- Alex D’Albertanson
- Media Buyer :
- Paul Milsom
- Media Buyer :
- Rajvi Yadav
- Executive Creative Director :
- Stephen Bushe
- Digital Designer :
- Jade Wilson
- Account Team :
- Daniella Ungemuth
- Account Team :
- Gemma Downing
- Account Team :
- Kristen Lane
- Consultant :
- The Red Consultancy
- Consultant :
- Georgie Chapman
- Consultant :
- Lauren Barry
- Consultant :
- Sophie Kinsella
- Consultant :
- Charlie Madsen
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