McDonald’s advert celebrates its customers’ small habits

The McDonald’s advert is a series of three everyday stories that celebrates the small rituals we perform.

When we order food from McDonald’s or go to a restaurant of the American multinational, there are small gestures or routines that each one of us does unconsciously. Stealing chips, exchanging pickles or mixing potatoes in the burger are some of the situations.

These are gestures that McDonald’s UK wanted to recreate in its latest advertising campaign, entitled “Only at McDonald’s”.

McDonald’s advert – Fries Eyes

“Only at McDonald’s” is the title of the McDonald’s advert made by the agency Leo Burnet in the United Kingdom. The campaign consists of three pieces entitled “Fried eyes”, The Makeshift Table” and “The Gherkin transfer”.

All the pieces capture small moments that we unconsciously make when we are consuming a McDonald’s product, whether in its restaurants, at home or on the train back from work. The brand wanted to represent those habits that each one has, with themselves or with their partner.

The Makeshift Table

So we see how a friend takes advantage of the slightest lapse to steal a pair of chips, how a harried worker can recreate a dish on the train, or how a couple exchanges pickles with each other.

According to Andrew Long and James Millers, Executive Creative Directors at Leo Burnett UK: “What makes delicious McDonald’s food truly iconic are all the little rituals that go with it, whether it’s eating melted cheese straight from the wrapper or transferring pickles to a friend. This latest campaign highlights those little moments of magic that only happen at McDonald’s, in a way that everyone can relate to.”

The Gherkin Transfer

Matthew Reischauer, Marketing Director for McDonald’s UK: “Only at McDonald’s” highlights the special and unique relationship we have with our fans and the many ways they enjoy our food. “Everyone across the country should feel included and be able to see a part of themselves in this campaign, as we celebrate those small, everyday moments that make McDonald’s a special part of people’s lives.”

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