McDonald's Quiet U.K. Spot Is a Refreshing Take on Fast Food Advertising
James Rouse at Outsider Directs Spot Chronicling 4:45PM
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."
Credits
- Date
- May 16, 2016
- Agency :
- Leo Burnett-London
- Brand :
- Barnardo's
- Client :
- Barnardo's
- Director :
- James Rouse
- Production Company :
- Outsider
- 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 :
- MPC
- 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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