McDonald’s wraps its head around minimalism

White backdrops are usually the preserve of Apple and Gap campaigns, but McDonald’s has embraced them in its latest offering.

‘All Flavour, No Mess’ is Leo UK’s product platform relaunching McDonald’s Wraps across the UK, positioning them as the mess-proof menu hero for anyone, especially Gen Z, who dreads a sauce spill on a fresh outfit.

The 30-second hero spot, directed by Jake Erland at Park Pictures, sets an upbeat dance track over fashion models striking editorial poses in pristine all-white outfits while casually demolishing BBQ & Bacon Chicken, Sweet Chilli Chicken and limited-edition Tikka Chicken Wraps without a single drip or stain.

The wraps’ distinctive, foil-encased packaging gets pride of place, literally popping against the white void to emphasise the point that flavour doesn’t have to be messy.​

Rich Miles, CEO, The Diversity Standards Collective, said: “When you build a film with a diverse cast and decide to drench literally everything in white, wardrobe, props, cars, set, you’re walking a very fine line. Because without the right context, that choice could say something you never meant it to. That’s why I like McDonald's new ad.

“The office setup grounds the world. The environment explains the visual choice. And because that context is so clear, the cast gets to shine, the product pops, and the white reads as intentional design, not accidental symbolism.”

Our take

This campaign slots right into McDonald’s current vein of very literal, behaviour-led storytelling. We recently covered ‘Your Place or Ours?’ which, although stylistically very different, captures the same ‘instantly understandable’ messaging that Leo has honed to a fine art.

I liked how the recent ad plays on the all-white aesthetic of so many hyper-cool companies, but parodies it to enhance its ‘non-messy’ messaging. Such subversion is very ‘on brand’ for McDonald’s in 2026.