McDonald's has entered the U.K. blockbuster holiday ad race in the U.K. this year, with its biggest holiday campaign so far -- the poignant tale of a lonely wooden doll who's left on the shelf in the toyshop during the festive season.
The spot, directed by Gary Freedman for Leo Burnett London, is the tale of a Juliette, a vintage doll who, it seems, is too old-fashioned even for customers of the incredibly vintage-looking toy shop she inhabits. "Maybe this year," says the kindly store owner optimistically as he puts her in the window at the beginning of the festive season.
As the days on the calendar go by, the doll is transfixed by happy scenes in the McDonald's opposite -- people meeting friends, laughing and joking and enjoying each other's company. By Christmas Eve, still nobody has bought her -- but our heroine makes a daring bid for freedom across the street, and finally finds love, in McDonald's, with a shiny new "Meteor Mike" spaceman doll. MPC and model makers Artem helped bring the dolls to life, and it's heartwarming stuff that kids (and maybe real life Bridget Joneses) will appreciate.
Emily Somers, vice president food & marketing, McDonald's UK, said in a statement: "I am very proud of our contribution to the competitive Christmas advertising window, and delighted to bring our biggest ever campaign to life with Juliette and her adventure."