There haven't been a lot of laughs in the U.K. over the course of 2021 so far. But McDonald's latest ad from the U.K. is nothing but 60 seconds of people laughing. And of course, consuming McDonald's food.
The spot by Leo Burnett was directed by Billy Boyd Cape at Academy Films, and is essentially a series of vignettes of different people laughing in different ways. Some are in hilarity, while some of the laughter is gentle and there's even an emotional moment or two. Most of the laughter is shared but sometimes it's solo: for example a man who explodes into giggles in an elevator reading something on his phone and spluttering into his McDonald's coffee cup.
The ad introduces a new brand platform, with the tagline "Fancy a McDonald's?" that aims to remind viewers that "amid life’s pressures, we all need moments of light-hearted release." This first installment will run across the summer in the U.K. and Ireland, with outdoor and social elements as well as the TV ad.
“Our ‘Fancy a McDonald’s?’ platform invites the nation to let go of the daily pressures and expectations of life and savor a small but joyful moment of release," commented Steven Howells, director of marketing & media at McDonald’s U.K. in a statement. "McDonald’s role in society is to enable our customers to simply enjoy, which has never been more relevant or important.”