A Kayaker Goes Up the Creek Without a Paddle in McDonald's Latest U.K. Spot

Leo Burnett's Campaign Promotes 'Chicken Legend'

By Alexandra Jardine. Published on Aug 17, 2017

Editor's Pick

McDonald's gives us a new take on the expression "up sh*t creek without a paddle" in its latest U.K. ad for its Chicken Legend meal, featuring a kayaker about to compete in a white water course who stupidly drops his oar.

He immediately spins around but despite this, he manages to complete the course backwards and go through all the gates (and anyone who's watched kayaking in the Olympics knows that this is quite a feat, even with a paddle).The idea is that he's a "legend" and therefore deserves a "Chicken Legend" afterwards.

The spot is by Leo Burnett London and was directed by Andy McLeod at Rattling Stick. It's running for seven weeks on TV, in cinemas and online, supported by OOH, press, social and digital display media.

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Aug 17, 2017
Leo Burnett London
Creative Director:
Pete Heyes
Art Director:
Cassandra Jamcotchian
Hayley Power
Board Account Director:
David Byrne
Account Director:
Jessica Lyons
Account Manager:
Charlotte Jackman
Account Executive:
Gracie Smith
Head of Marketing:
Steven Howells
Marketing Manager:
Marco Ruggeri
Brand Manager:
Jodie White
Campaign Assistant:
Alex Wing
Agency Producer:
Javre Dow
Andy McLeod
Production Company:
Rattling Stick
Stuart Bentham
Eve Ashwell
Edit Company:
The Assembly Rooms
Post Production:
Sound Design:
Sound Company:
Director, Photography:
Stuart Graham

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