McDonald's Latest U.K. Spot Is All About Trees -- Or Is It?

Gorgeously Filmed Spot Highlights Brand's Relationship With Farmers

Published On
Aug 19, 2014

Editor's Pick

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."


Aug 19, 2014
Brand :
Client :
Agency :
Leo Burnett-London
Director :
Joshua Neale
Production Company :
Executive Creative Director :
Justin Tindall
Creative Director :
Richard Robinson
Creative Director :
Graham Lakeland
Copywriter :
Jon Fox
Art Director :
Rik Brown
Planning Director :
Josh Bullmore
Senior Planner :
Sarah Sandford
Production Company :
Director :
Joshua Neale
Editor :
Tim Hardy
Production Company Producer :
Ben Roberts
Agency Producer :
Michelle Hickey
Director, Photography :
Matthias Koenigswieser
Post Production :
Audio Post Production :
Gary Walker
Music Composer :
Mat Davidson

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