When you’re hungry on the road, the warm yellow glow of McDonald’s arches can feel like a beacon of hope to your rumbling stomach.
That’s the feeling McDonald’s is trying to capture in the festive installment of its long-running “Fancy a McDonald’s” U.K. campaign, which taps into the moments in life that simply call for a quick burger and fries.
“The Gift of McDonald’s,” uses a kaleidoscopic light show to underscore how the fast-food chain can “light up” the holiday season.
Developed by London-based Publicis shop Leo Burnett, the film shows two frazzled parents sitting in their car checking off their Christmas shopping list. They then spot the golden arches in the distance before exchanging a look and spontaneously following the logo’s glow.
As they drive through a neighborhood, houses begin to illuminate, displaying light patterns in the shape of gifts, McDonald’s characters such as Grimace and the Hamburglar, and even a Big Mac also make an appearance. An inflatable snowman and Santa then light the way, with a sign that reads “Go on, you deserve it.”
The creative was directed by award-winning director Nicolai Fuglsig, the talent behind Sony’s famous 2005 “Balls” ad. It’s set to the tune of Benny Benassi’s 2002 song Satisfaction.
“This Christmas, we’re celebrating the well-deserved gift of McDonald’s in all the moments our customers need it most,” said Andrew Long and James Millers, Leo Burnett’s creative directors, in a statement. “From showcasing the feeling of joy an invite to McDonald’s creates with an epic light show, to delighting fans with an epic gift drop, this campaign sets out to ensure everyone can enjoy some McDonald’s satisfaction.”
It will run on TV, social, OOH, and digital channels.
The brand is also inviting customers to participate in its nationwide “McDonald’s Gift Drop” across the U.K, where the public will have the chance to unlock daily offers, free food, and exclusive merchandise on the McDonald’s app via a series of search for hidden gift tags on bus stops, in restaurants, and on TV.
Limited-edition Christmas merch will be available for purchase via the brand’s new e-commerce shop Golden Arches Unlimited. Drops includes Grimace bucket hats, Birdie socks, and McDonald’s Christmas lights.
Per tradition, McDonald’s will also unveil a new festive menu.
Bring on the fun
The new work continues McDonald’s feel-good approach to the holiday season.
In 2023, the brand expanded its “Raise Your Arches” campaign with a spot showing Santa escaping the holiday commotion with a trip to McDonald’s.
