A mom's uncool set of wheels goes a long way in this sweet McDonald's spot

Campaign by Leo Burnett London emphasizes the value of small treats

Published On
Oct 15, 2020

Editor's Pick

McDonald's touts the message that "little things mean a lot" in a new U.K. TV spot, which aims to emphasize the meaningfulness of small treats in what's been a difficult year.

The ad, by Leo Burnett London, centers on a teenager getting his first set of wheels. It's a gift from his mom, and it's her decidedly uncool small car. Despite his initial look of disappointment, and the jeers of other boys in the street, he finds an unexpected bonus: a pile of small change in the car that allows him to go and buy some McNuggets and fries at a drive-thru McDonald's. Then, he puts on his mom's CD (Westlife's "Flying Without Wings," another decidedly "uncool' track) and rocks out to it on the way home, with a treat for his mom too. The spot, directed by ThirtyTwo at Pulse, is sweet and understated, and, as Steven Howells, marketing and food director, McDonald’s U.K. and Ireland said in a statement, somewhat sentimental. 

"In a challenging year, little treats and acts of kindness have increased sentimental value," he said. "McDonald’s remains a dependable anchor for food quality and value, as well as providing feel good moments for our customers. We wanted to show that at McDonald’s you don’t need to spend much to get something that means a lot.”

Chaka Sobhani, Leo Burnett’s chief creative officer, added: “We hope this campaign shows that it’s always the thought that counts, especially in times like these. And that McDonald’s hopefully makes that easier because of the great value they offer and give to their customers."

 

Credits

Date
Oct 15, 2020
Client :
McDonald's-UK
Agency :
Leo Burnett-London
CCO :
Chaka Sobhani
Executive Creative Director :
Mark Elwood
Creative Director :
Peter Heyes
Copywriter :
Gareth Butters
Planner :
Tom Sussman
Planner :
Joe Beverage
Business Lead :
Layla Potter
Account Team :
Sam Houlston
Account Team :
Laura Taylor
Account Team :
Nicola Kuan
Agency Producer :
Bruce Macrae
Media Buying Agency :
OMD
Production Company :
Pulse Films
Director :
thirtytwo
Shadow Director :
SOB
Executive Producer :
James Sorton
Producer :
George Saunders
Production Manager :
Ria Hanish-Oakes
Production Assistant :
Harriet Salmon
Director of Photography :
Ben Fordsman
Production Designer :
Beck Rainford
1st AD :
Justin Travers
2nd AD :
Ben Burton
Costume Design :
Jo Thompson
Stylist :
Tasmin Clarke
Food Stylist :
Elaine Ngan
Editor :
Ellie Johnson
Production :
Tenthree
Edit Producer :
Dave Frost
Post Producer :
Sean Ewins
Post Production :
Time Based Arts
Colorist :
Simone Grattarola

Need a credit fix? Contact the Creativity Editors

Industry
Project Type