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

Leo Burnett adapts ‘Raise Your Arches’ for the holiday season in spot directed by Shannon Murphy

Published On
Nov 10, 2023
A man on a festive street holding a poster board that reads "McDonald's" in reference to "Love, Actually"

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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.”

Credits

Date
Nov 10, 2023
Client :
McDonald's-UK
Client :
McDonald's
Agency :
Leo Burnett-London
CCO :
Chaka Sobhani
Executive Creative Director :
Mark Elwood
Creative Partner :
Andrew Long
Creative Partner :
James Millers
Creative Director :
Emma Brooke
Creative :
Angus Crombie
Creative :
Drew Davies
Designer :
Danny Flint
Social Creative :
Lisi Davis
Social Creative :
Cicely Alderson
Project Director & Social Producer :
Siobhan Mulcahy
Deputy CSO :
Tom Sussman
Planning Director :
Hamish Cameron
Senior Planner :
Alexandra Arnold-Jones
Business Director :
Steph Bates
Account Director :
Alice Pavey
Senior Account Manager :
Nicola Kuan
Account Executive :
Jan Nikawala
Chief Production Officer :
Emily Marr
Agency Producer :
Graeme Light
Production Company :
Smuggler
Director :
Shannon Murphy
Editor :
Billy Mead
Producer :
Lucy Gossage
Post-Production Company :
Framestore
Audio Post-Production Company :
750
VFX :
Framestore
VFX Supervisor :
Jules Janaud
2D Supervisor :
Michael Baker
Flame Artist :
Andrew Salter
Flame Artist :
Luigi Russo
Senior Producer :
Alexia Paterson
Production Coordinator :
Chloe Dunn
Production Assistant :
Jamie Scott
Compositor :
Julia Caram
Compositor :
Dominique Breyvogel
Digital Matte Painting :
Chelsea Anton
Hero Editor :
Matthew Collins
Tracking & Layout :
Victor Farag
Designer :
Andrew Niven
Color :
Company 3
Color :
Steffan Perry
Producer :
Chris Anthony
Social Exec Producer :
Stephanie Elliott
Social Creative Studio :
Summon Studios
Social Director/DOP :
Oliver Kane
Social Creative Producer :
Sam Hampson
Social 2AD :
Gabriel O'donohoe
Social Gaffer :
Hishanth Jegathasan
Social Location Assistant :
Danny Blandy
Social Rental :
Edward Films
Social Edit/Grade :
Oliver Kane
Chief Marketing Officer S.V.P :
Michelle Graham-Clare
Head of Consumer Communications & Partnerships :
Louise Page
Director of Marketing :
Steven Howells
Head of Marketing Brand Affinity Trust & Family :
Hannah Pain
Senior Brand Manager :
Emma O'Neill
Brand Manager :
Amber Myers
Brand Manager :
Emma Pellegrinelli
Campaign Assistant :
Callum Seviour
Media :
OMD UK
Social :
Oliver
PR :
Red
CRM :
Armadillo
In-Store :
Linney
Director :
Shannon Murphy
Associate Director :
Laura Hafes
Managing Director :
Fergus Brown
Deputy MD/EP :
Lucy Kelly
UK Head of Production :
Amelia Hanbury
Producer :
Lucy Gossage
Production Manager :
Max Harrison
Production Assistant :
Sam Page-Jones
Cast Coordinator :
Karen Graham
Script Supervisor :
Sylvia Parker
Location Manager :
Rupert Bowket
Location Assistant :
Joe Storelli
1st AD :
Ben Gill
2nd AD :
Chris Mears
3rd AD :
Alex Mcallister
Runner :
Kai Rajakulasingham
Runner :
Zarife Sevin
Runner :
Emily Clayton
Runner :
Jim Onyemenam
DOP :
Olan Collardy
Focus Puller :
Oliver Bingham
2nd AC :
Esther Edusi
Camera Trainee :
Thomas Rimmer
DIT :
Luke Mccarthy
Grip :
Steve Wells
2nd Grip :
Barry Read
Grip Assistant :
Eugene Ebanca
Crane Tech :
Paul Kolthammer
Scorpio Head Tech :
James Townsend
Camera Car Driver :
Hubert Mosiej
Video Playback :
Ryan Booth
DOP Shadow :
Funkẹ Alafiatayọ
Gaffer :
Vini Curtis
Best Boy :
Harry Buck
Electrician :
Luke Greenan
Electrician :
Hannah Grinham
Electrician :
Rob Gifford
Electrician :
George Wright
Electrician :
Dax Sharkey
Desk Op :
Eddie Cook
Master Rigger :
Aaron Rackham
Rigger :
Scotty Stephens
Production Designer :
Anna Rhodes
Assistant Art Director :
Lucy Fewell
Props Master :
Nick Turnbull
Props Assistant :
Nick Hancok
Props Assistant :
Charlotte Hill
Props Assistant :
Chris Herbert
Props Assistant :
Joe Youens
Props Runner :
David Anthony Thomas
Casting :
Kharmel Cochrane Casting
Wardrobe Stylist :
Buki Ebiesuwa
Wardrobe Assistant :
Gabriela Sena
Wardrobe Assistant :
Shyanne Sanders
Wardrobe Assistant :
Veronica Johnson
Wardrobe Assistant :
Koshey Murtra
Seamstress :
Jonathon Kidd
Seamstress :
Daria Gerova
Make-up Artist :
Michele Baylis
Make-up Artist :
Dana Degan
Make-up Artist :
Rosie McGinn
Make-up Artist :
Amy Whynard
Mark-up Artist :
Victoria Reynolds
Movement Assistant :
Emma Farnell-Watson
VFX Supervisor :
Jules Janaud
Medic :
Coffee Medic
Medic :
Paul Mawson
Catering :
Gav's Kitchen

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