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."