McDonald's inserts a McDelivery driver into pivotal scenes of classic movies in a new set of sponsorship idents for late-night movies on U.K. TV network ITV.

Created by Leo Burnett, the idents see recreations of cinema scenes in different genres: action, period drama, horror, space, Western, Kung Fu, fantasy and rom-com. Yet in each, a delivery courier turns up just when you're expecting something else.

For example in the period drama ident, we see a young lady reading a love letter from her betrothed. She then turns to the door expecting him to burst through, but instead, she is met with a McDelivery. Another clip sees a nervous teenage girl expecting her prom date to show up—when she opens the door it's the McDelivery driver, who looks suitably impressed. Samuel Petursson and Gunnar Olafsson directed via production company Tantrum.

The campaign is part of a sponsorship deal between ITV and McDelivery in partnership with Uber Eats, for the broadcaster’s post 9pm digital network film package, with media by OMD UK.