McDonald’s champions 'invisible' night workers in ad highlighting its 24-hour service

U.K. spot highlights how the fast-feeder caters for nurses, taxi drivers and cleaners on the night shift

Published On
Mar 09, 2020

Editor's Pick

McDonald’s champions the contributions of the "invisible" people who work through the night in a charming new spot out of the U.K.

In the spot from Leo Burnett London and directed by Rogue's Sam Brown, we see only footsteps on the carpet as someone climbs out of bed; traffic cones moving by themselves at roadworks; a steering wheel turning by itself with no one driving the car; a solitary sponge cleaning a fire truck. It’s not until the final scene that we see real-life human workers appear—nurses, cleaners, taxi drivers, road maintenance teams and supermarket shelf stackers—as they walk into a McDonald’s restaurant to take a break.

The film from Leo Burnett London and directed by Rogue’s Sam Brown aims to higlight everyday workers' important deeds that typically go unnoticed. It employs a conceit we've also recently seen in the new version of "The Invisible Man" film adaptation of the H.G. Wells classic novel, starring Elisabeth Moss. But while the eponymous character of that movie is a villain, the unseeable figures in this ad are heroes.

Set to a chilled-out cover of “The Rhythm of the Night” created via Leland Music, the campaign also promotes McDonald’s 24-hour openings and the message that its restaurants are always open for everyone. It's part of the brand's wider U.K. platform with the tagline "If you’re awake, we’re awake." Alongside the TV spot, the campaign is supported on social, radio and digital display.

“With over 700 restaurants open 24/7, McDonald’s is a much-loved pit-stop for an army of people who work tirelessly through the night to keep the nation ticking over,” said Ben Fox, director of brand, experience & media at McDonald's UK & Ireland. “This campaign celebrates those unseen, unsung heroes and the role McDonald’s plays in keeping them going.”


Mar 09, 2020
Client :
Agency :
Leo Burnett-London
Chief Creative Officer :
Chaka Sobhani
Business Director :
Chloe Siddall
Account Director :
Jack Brenman
Account Manager :
Alice Pavey
Account Executive :
Gabriella Kaas
Project Director :
Emily Green
Creative Director :
Pete Heyes
Senior Creative :
Rory Hall
Senior Creative :
Steph Ellis
Senior Producer :
Lou Pegg
Senior Planner :
Joe Beveridge
Junior Planner :
Thomas Schofield
Director of Brand Experience & Media :
Ben Fox
Marketing Manager :
Hannah Pain
Assistant Brand Manager :
Emma O’Neill
Campaign Assistant :
Joe Light
Copywriter :
Rory Hall
Art Director :
Steph Ellis
Production Company :
Rogue Films
Director :
Sam Brown
Media Agency :
Client Leadership Account Director :
Laurence Ruthven
Client Leadership Account Manager :
Eleonora Sceusi
Communications Planner :
Jessie Field
Production Company :
Rogue Films
Director :
Sam Brown
Audio Post Production :
Sam Ashwell
Audio Post Production :
Post Production :
The Mill

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