McDonald’s drops eyebrow-raising Christmas ad with help from ‘Love, Actually’ and Van Halen

Given the success of its “Raise Your Arches” campaign—the initial spot from last January won three Lions at Cannes, and was followed up by a summer sequel—it’s no surprise that the theme returns for the holidays in McDonald U.K.’s new 90-second spot from Leo Burnett London. The eyebrow-raising gesture, used by characters in the campaign to wordlessly communicate their desire for McDonald’s—two eyebrows are also, conveniently, the shape of the Golden Arches—comes in handy for a spot like this, allowing the action to proceed without any dialogue. The ad hits on a ton of Christmas tropes—from dull office parties, to even duller children’s Christmas nativity plays, to ugly sweaters, to “Love, Actually.” The one fairly surprising piece is the soundtrack—Van Halen’s “Jump,” which isn’t exactly a holiday staple. The spot was directed by Shannon Murphy, best known for directing “Killing Eve.” It debuts Friday night on TV in the U.K. and in cinemas—including placements ahead of “Love, Actually” 20th anniversary screenings. The campaign also includes a Snapchat filter where users can try on outfits from the spot by raising their arches; 30 days of app offers through the “Festive Wins” promotion, including a partnership with Crocs; and a Festive Paddington Happy Meal partnership. “Celebrating the iconicity of a knowing look, an unspoken communication to signify the all-consuming craving for a Big Mac is something we’ve proudly celebrated all year,” said Michelle Graham-Clare, chief marketing officer at McDonald’s U.K. and Ireland. “I cannot wait to see the reaction to our ‘Fancy a McDonald’s Christmas’ campaign. Underpinned by generous offers and competitions in our app to kick-start Christmas early, we hope to raise many smiles—and eyebrows—once again.”

McDonald’s drops eyebrow-raising Christmas ad with help from ‘Love, Actually’ and Van Halen

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