McDonald's latest UK ad doesn't feature a single burger. Instead we see artistically filmed shots of trees, while a voiceover (by Dexter Fletcher) ponders their role in our lives. The ad goes on to explain the importance that trees have for hens, as we move on to footage of a real-life farmer tramping through the British countryside to feed his chickens (who supply free range eggs to McDonald's). The ad, by Leo Burnett London, highlights the fast feeder's relationship with British and Irish farmers "like Joe" and -- like other food giants such as Kelloggs
have done in recent ads-- emphasises the trustworthy source of its ingredients. Directed by Joshua Neal at Smuggler, the commercial is the second in a series introducing the tagline: "Here's to what matters."