McDonald's Quiet U.K. Spot Is a Refreshing Take on Fast Food Advertising

James Rouse at Outsider Directs Spot Chronicling 4:45PM

Published On
May 16, 2016

Editor's Pick

The latest U.K. spot from McDonald's takes a gentle look at some of life's small pleasures, in what makes a welcome, low-key contrast to some of the high-octane, live-life-to-the-full spots beloved of other brands at the moment.

The ad, by Leo Burnett London and directed by James Rouse of Outsider, is set to a reworked piano track of "That's Entertainment" by The Jam as we see vignettes of different groups (and different generations) enjoying themselves at precisely 4:45PM, a time of day, according to the brand "when all edit buttons are off."

The "good times" they're experiencing range from setting off in a camper van for the weekend, to meeting up with friends after work, video-calling with a grandchild or simply sitting on a park bench watching the birds. Some of the events -- like a guy catching a girl's eye in a McDonald's -- take place at the restaurant, others not. According to the agency, the ad is "designed to be a reflection of the moments we enjoy in modern Britain."


May 16, 2016
Agency :
Leo Burnett-London
Brand :
Client :
Director :
James Rouse
Production Company :
Creative Team :
Adam Tucker
Creative Team :
Graeme Light
Creative Director :
Adam Tucker
Agency Producer :
Graeme Light
Account Team :
Simon Hewitt
Account Team :
Sofia Sarkar
Account Team :
Ailsa McQuaid
Account Team :
Ed Burgess
Creative Planner :
Josh Bullmore
Creative Planner :
Lorna Burt
Media Planner :
Kat Delaney
Production Company Producer :
Benji Howell
Director, Photography :
Will Bex
Editorial Company :
Work Post
Editor :
Bill Smedley
Post Production :
Telecine :
Jean-Clment Soret
Sound Director :
750 MPH
Senior Vice President, Chief Marketing and Communications Officer :
Alistair Macrow
Vice President, Marketing and Food Development :
Emily Somers
Head of Marketing for Brand and Experience :
Stephen Hill
Marketing Manager :
Marie Emery
Senior Brand Manager :
Jo Eskell
Brand Manager :
Hannah Pain

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