'The Gift' from McDonald’s reminds us to savour the small things
A campaign by Leo Burnett
McDonald’s has launched a new advert that reminds customers that you don’t need to spend a lot in order to get, or give, a little moment of joy.
The 60-second advert, created by McDonald’s advertising agency Leo Burnett, follows the journey of a young boy who receives his first car from his parents on his birthday. Opening with his mum giving him a gift - the keys to her old car - which by his reaction, isn’t quite the car of his dreams.
As he drives away, some friends spot him and laugh as he awkwardly drives past. However, soon the feeling that comes with the freedom of your first car, along with a little bit of spare change and a trip to the Drive-Thru to get some fries, helps to lift his spirits.
He happily drives off, accompanied by Westlife’s ‘Flying Without Wings’, giving a proud nod to his mates and heading back home to his mum with a heartfelt thank you, along with some McNuggets for good measure – ending on the tagline ‘sometimes, a little means a lot.’
Steven Howells, Marketing and Food Director, McDonald’s UK and Ireland said: “In a challenging year, little treats and acts of kindness have increased sentimental value. McDonald’s remains a dependable anchor for food quality and value, as well as providing feel good moments for our customers. We wanted to show that at McDonald’s you don’t need to spend much to get something that means a lot.”
The advert is directed by ThirtyTwo from Pulse Films made in collaboration with Leo Burnett. The campaign also consists of social and radio with the message that you don’t need to spend a lot to get a little moment of joy at McDonald’s.
Chaka Sobhani, Leo Burnett’s chief creative officer, said: “We hope this campaign shows that it’s always the thought that counts, especially in times like these. And that McDonald’s hopefully makes that easier because of the great value they offer and give to their customers. ThirtyTwo have directed a beautiful film, using a classic Maccers moment of going through a Drive-Thru in your first car, to reinforce that as a young lad remembers to say a small but big hearted thank you to his mum.”
Credits
Campaign Title: The Gift
Client: McDonald’s
Advertising agency: Leo Burnett
CCO: Chaka Sobhani
Executive Creative Director: Mark Elwood
Creative Director: Peter Heyes
Copywriter: Gareth Butters
Planner: Tom Sussman, Joe Beverage
Business Lead: Layla Potter
Account Team: Sam Houlston, Laura Taylor, Nicola Kuan
Agency Producer: Bruce Macrae
Media Buying Agency: OMD
Production Company: Pulse Films
Director: ThirtyTwo
Shadow Director: SOB
Executive Producer: James Sorton
Producer: George Saunders
Production Manager: Ria Hanish-Oakes
Production Assistant: Harriet Salmon
Director of Photography: Ben Fordsman
Production Designer: Beck Rainford
1st AD: Justin Travers
2nd AD: Ben Burton
Costume Design: Jo Thompson
Stylist: Tasmin Clarke
Food Stylist: Elaine Ngan
Editor: Ellie Johnson @ tenthree
Edit Producer: Dave Frost @tenthree
Post Producer: Sean Ewins @ Time Based Arts
Colourist: Simone Grattarola @ Time Based Arts
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