McDonald's is celebrating the reopening of its U.K. outlets with a new spot that's set to the Mark Morrison track "Return of the Mack"—a song requested by 15,000 of its customers after it asked what music it should return with on social media.
The ad, by Leo Burnett, highlights delivery, take-away and drive-through options and portrays customers' joy as they're reunited with their favorite menu items. Directed by Friend’s Jake Mavity, it depicts people shrieking with excitement as they place their order or wait for their takeout delivery. "I'm so happy," sighs the woman in the final frame as she bites into a Big Mac. People are also seen indulging in very specific rituals (like removing the gherkin or dipping fries in a milkshake) as they enjoy their food.
“Our return to national advertising celebrates those rituals and moments our customers have spent the last four months telling us they’re missing. It is fantastic to be able to return with a knowing nod to the little ways our customers enjoy our food in different ways," says Michelle Graham-Clare, Vice President Food and Marketing, McDonald’s UK and Ireland. "It was incredible to see the reactions from customers during our temporary closure. Homemade McMuffins, countless odes to McNuggets on TikTok and over 15,000 people urging us to return the Big Mac with Return of the Mack."
The campaign also consists of outdoor, social and radio ads, also featuring milkshake dipping and pickle removal, with the tagline "Gherkin or Gherkout."