McDonald's Quiet U.K. Spot Is a Refreshing Take on Fast Food Advertising

James Rouse at Outsider Directs Spot Chronicling 4:45PM

By Alexandra Jardine. Published on May 16, 2016

Editor's Pick

The latest U.K. spot from McDonald's takes a gentle look at some of life's small pleasures, in what makes a welcome, low-key contrast to some of the high-octane, live-life-to-the-full spots beloved of other brands at the moment.

The ad, by Leo Burnett London and directed by James Rouse of Outsider, is set to a reworked piano track of "That's Entertainment" by The Jam as we see vignettes of different groups (and different generations) enjoying themselves at precisely 4:45PM, a time of day, according to the brand "when all edit buttons are off."

The "good times" they're experiencing range from setting off in a camper van for the weekend, to meeting up with friends after work, video-calling with a grandchild or simply sitting on a park bench watching the birds. Some of the events -- like a guy catching a girl's eye in a McDonald's -- take place at the restaurant, others not. According to the agency, the ad is "designed to be a reflection of the moments we enjoy in modern Britain."

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May 16, 2016
Leo Burnett London
Senior Vice President, Chief Marketing and Communications Officer:
Alistair Macrow
Vice President, Marketing and Food Development:
Emily Somers
Head of Marketing for Brand and Experience:
Stephen Hill
Marketing Manager:
Marie Emery
Senior Brand Manager:
Jo Eskell
Brand Manager:
Hannah Pain
Creative Team:
Adam Tucker
Creative Team:
Graeme Light
Creative Director:
Adam Tucker
Agency Producer:
Graeme Light
Account Team:
Simon Hewitt
Account Team:
Sofia Sarkar
Account Team:
Ailsa McQuaid
Account Team:
Ed Burgess
Creative Planner:
Josh Bullmore
Creative Planner:
Lorna Burt
Media Planner:
Kat Delaney
James Rouse
Production Company:
Production Company Producer:
Benji Howell
Director, Photography:
Will Bex
Editorial Company:
Work Post
Bill Smedley
Post Production:
Jean-Clément Soret
Sound Director:
750 MPH

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