McDonald's reminds viewers it's there for 24 hours a day during the World Cup in an international ad out of Leo Burnett London.
The film shows soccer fans in different countries around the world as they celebrate, commiserate and watch the game, day and night, with McDonald's food there as an accompaniment at any hour. As befits a global tournament and different time zones, there are people having breakfast at a McDonald's restaurant in full fan regalia, office-workers watching a match with McDonald's take-out, fans picking up a quick drive-thru and more.
Novemba at Academy Films directs the ad, set to a Russian-flavored soundtrack and including mobile-style video clips, and Snapchat-style graphics overlaid on some of the imagery. It's a colorful portrayal of the global nature of soccer fandom, capturing the building excitement of a goal being scored.
Alongside the film, 10-second cutdowns specifically showcase each of the individual ways that McDonald's is there for fans during the tournament, including 24-hour restaurants, breakfast, takeout and more.