McDonald's all-day breakfast launches today, and with it, three new spots from Leo Burnett—to go with one that's already been airing—in which actors deadpan actual tweets and Facebook posts from McD's fans who've been waiting for this day like it's a national holiday.
Following McDonald's recent announcement that it would start making breakfast around the clock, Burnett scoured social media for posts—like the one below, from Ryan Smith—that captured the anticipatory joy of wolfing down an Egg McMuffin at any hour.
The agency then stitched the posts into comic spots, where the ebullient exclamations are delivered with amusingly low-energy straight faces. Here are the three new spots launching today (a :30 and two :15s):
Meanwhile, this :30 has already been airing:
The campaign is much bigger than TV and digital video, and also bigger than Leo Burnett. More spots (in a different vein) are forthcoming from DDB Chicago, as well as multicultural agencies Alma, Burrell and IW. And there is a major social push happening, too. Just this morning, McDonald's began rolling out a bunch of GIFs on Twitter, for example:
UPDATE: Giphy Studios made the GIFs for this McDonald's campaign. Chris Timmons made the first GIF, and Ethan Barnowsky made this GIF and this GIF. There is also a Giphy Studios page that hosts all of the McDonald's GIFs for fan perusal.
Judging by today's exultant tweets tagged #AllDayBreakfast, McDonald's will have plenty of fodder for future spots like the Burnett ones, should they choose to make some.
The campaign also hit morning TV today, as the Good Morning America crew enjoyed a McDonald's breakfast—though that stunt felt a little off. It is, after all, still breakfast time right now. Let's see if the nightly news team gets the same treatment.
Campaign: "All-Day Breakfast"
Spots: "We Hear You," "Celebration," "Wuuuuuut," "Sad Face"
Agency: Leo Burnett, Chicago
Executive Vice President, Creative Director: John Hansa
Senior Vice Presidents Creative Directors: Tony Katalinic, Gordy Sang, Brian Siedband
Art Director: Jill Solarczyk
Copywriter: Leigh Kunkel
Senior Vice President, Executive Producer: Denis Giroux
Senior Producer: Beth Dolnick
Senior Business Manager: Shirley Costa
Senior Talent Manager: Linda Yuen
Talent Manager: Regina Gomez
Assistant Music Producer: Alec Stern
Managing Account Directors: Rich Stoddart, Catherine Davis
Account Directors: Josh Raper, Jennifer Klopf
Account Supervisor: Richard Henderson
Assistant Account Executive: E Yiwei Zhu
Account Manager: Sue Rickey
Executive Vice President, Planning Director: Lance Koenig
Planning Director: Anca Rhone
Vice President, Senior Attorney: Laura Cooney
Associate Director, Commercial Clearance: Sina Martin-Simon
Production Company: MJZ
President: David Zander
Director: Mike Maguire
Executive Producer: Kate Leahy
Producer: Betsy Oliver
Editor: Grant Gustafson, "We Hear You"
Editor: Tom Brassil, "Celebration"
Editor: Michael Lippert, "Wuuuuuut," "Sad Face"
Finishing Artist: Steve Wood, Flavor
Audio Production: Another Country
Engineer: Peter Erazmus
Colorist: Lenny Mastrandrea, Nice Shoes